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

Abstract

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. © 2011 Macmillan Publishers Ltd.