Too Many Cooks Spoil the Broth: How Conflicting Nonconscious Goals Influence Consumer Choice

Ji-Hoon Jhang, University of Colorado at Boulder, USA
The present study proposed and tested three competing hypotheses regarding the pursuit and resolution of conflicting nonconscious goals (i.e., inhibition, overriding, and competing). One study showed that conflicting nonconscious goals were activated and pursued together when conflicting goal cues were primed. Moreover, it was demonstrated that nonconsciously pursuing conflicting goals increased the tendency to defer choice.
[ to cite ]:
Ji-Hoon Jhang (2010) ,"Too Many Cooks Spoil the Broth: How Conflicting Nonconscious Goals Influence Consumer Choice", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 821-823 .