Catching Goals in the Act of Decision Making

Kurt Carlson, Georgetown University, USA
Rob Tanner, University of Wisonsin-Madison, USA
Meg Meloy, Pennsylvania State University, USA
J. Edward Russo, Cornell University, USA
It is now well accepted that many environmental cues (including brands) can automatically invoke goals which are pursued outside of conscious awareness. This presents considerable challenges for researchers desirous of fully understanding the behavioral consequences of a given marketing message. In this paper we provide the first evidence of the provocative finding that nonconscious goals automatically invoked by environmental cues can actually be sufficiently elevated to conscious awareness to be measured and studied.
[ to cite ]:
Kurt Carlson, Rob Tanner, Meg Meloy, and J. Edward Russo (2010) ,"Catching Goals in the Act of Decision Making", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 259-262 .