No-thought Shopping: Understanding and Controlling Nonconscious Processing in Marketing
Description:
This dissertation explores how nonconscious thought processing might be affected and activated in ways that influence consumer decision making. To activate nonconscious thought processes, this dissertation relies on priming—the unobtrusive activation of mental representations by stimuli in a social context, which occurs without participants' conscious awareness. Three dimensions of consumer decision making are investigated: purchase intention, product evaluation and arousal. The dissertation is…
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Date:
December 2012
Creator:
Fabrize, Robert O., Jr.
Partner:
UNT Libraries