Nonconscious Goals and Consumer Choice

This work examines the process through which thrift versus prestige goals can nonconsciously affect decisions in a choice task. Drawing upon research on nonconscious goal pursuit, we present a theoretical framework detailing how consumer choices are affected by incidentally activated goals. We show...

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Bibliographic Details
Published in:The Journal of consumer research 2008-08, Vol.35 (2), p.189-201
Main Authors: Chartrand, Tanya L., Huber, Joel, Shiv, Baba, Tanner, Robin J.
Format: Article
Language:English
Subjects:
Brand names
Brands
Consumer behavior
Consumer motivation
Consumer research
Decision making
Microwaves
Prestige
Retail stores
Satiation
Socks
Studies
Subliminal perception
Thrift
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Summary:This work examines the process through which thrift versus prestige goals can nonconsciously affect decisions in a choice task. Drawing upon research on nonconscious goal pursuit, we present a theoretical framework detailing how consumer choices are affected by incidentally activated goals. We show that such primed goals have motivational properties consistent with goal pursuit but inconsistent with mere cognitive activation; the effects are greater with a longer time interval between the priming task and the choice and are less pronounced when the primed goal is satiated in a real, as opposed to a hypothetical, intervening choice task. Additionally, we show that subliminally evoked retail brand names can serve as the cues that activate purchasing goals.
ISSN:0093-5301
1537-5277
DOI:10.1086/588685