Consumer research has largely missed out on two key developments in social cognition research: the growing evidence that much of social judgment and behavior occur without conscious awareness or intent and the substantial moderating influence of social and selfrelated goal pursuits on basic cognitive and reasoning processes. This evidence is described and its implications are drawn for nonconsciousincluding subliminalinfluences on consumer behavior. The consumer research domain appears ideal for the necessary next wave of this research: the assessment of how much of a role nonconscious influences play in real life in decisions and behavior that are of real consequence to the individual.
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