Non-Conscious Processing and Choice in Context
Prior research has demonstrated that non-conscious processing can improve one’s decisions (as compared to conscious elaboration) (Dijksterhuis et al. 2006). This research tests how one’s style of processing (non-conscious vs. conscious) affects one’s propensity to demonstrate a classic context effect in choice: the compromise effect (Simonson 1989). We demonstrate that participants who engaged in non-conscious processing prior to choice were less likely to demonstrate the compromise effect than participants who consciously elaborated on their options. Further we show that these results cannot be explained by mere distraction prior to choice.
Kelly Goldsmith, Ap Dijksterhuis, and Ravi Dhar (2010) ,"Non-Conscious Processing and Choice in Context", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 153-156 .
Kelly Goldsmith, Northwestern University, USA
Ap Dijksterhuis, Radboud University Nijmegen, the Netherlands
Ravi Dhar, Yale Univeristy, USA
NA - Advances in Consumer Research Volume 37 | 2010
I1. Blaming Him or Them? A Study on Attribution Behavior
Chun Zhang, University of Dayton
Michel Laroche, Concordia University, Canada
Yaoqi Li, Sun Yat-Sen University, China
M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities
Richard Kedzior, Bucknell University
Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships
Ankita Kumar, University of Wisconsin - Madison, USA