Unconscious thinking, feeling and behavior toward products and brands: Introduction to a Journal of Brand Management special issue

This introduction reviews the motivating forces behind this issue, exploring the role of nonconscious consumer behavior in branding environments. The article establishes a foundation of unconscious research in psychology and consumer behavior, and then provides an introduction to the four articles t...

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Bibliographic Details
Published in:The journal of brand management 2011-05, Vol.18 (7), p.451-456
Main Authors: Woodside, Arch G, Brasel, S Adam
Format: Article
Language:English
Subjects:
Brands
Business and Management
Consciousness
Consumer attitudes
Consumer behavior
Consumers
Data analysis
Guest Editorial
Management
Marketing
Motivation
Psychoanalysis
Psychoanalytic theory
Psychological aspects
Research methodology
Researchers
Unconsciousness
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Summary:This introduction reviews the motivating forces behind this issue, exploring the role of nonconscious consumer behavior in branding environments. The article establishes a foundation of unconscious research in psychology and consumer behavior, and then provides an introduction to the four articles that follow. The article concludes with a call to adopt an inclusive interpretive–positivistic stance to the study of unconscious consumer–brand behavior, attitudes and beliefs.
ISSN:1350-231X
1479-1803
DOI:10.1057/bm.2011.8