In defense of consciousness: The role of conscious and unconscious inputs in consumer choice
In defense of consciousness: The role of conscious and unconscious inputs in consumer choice
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DOI：
10.1207/s15327663jcp1503_5
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发表时间：
2005-01-01
影响因子：
4.8
通讯作者：
Simonson, I
中科院分区：
文献类型：
--
作者：
Simonson, I
尽管无意识输入往往是消费者决策的关键决定因素这一论点令人信服，但它可能被夸大了，尤其是在选择方面。有意识输入（例如，选择集中选项的属性）和无意识输入（例如，看似不相关的观察或任务）的效果的比较表明，前者具有显着优势。特别是，有意识输入的影响受到选择任务规范的支持，并且不易迷失在大多数自然消费环境（例如商店）所特有的“噪音”中。事实上，尽管消费者通常对产生其选择的影响和过程了解有限，但消费者的选择基于对与任务相关的投入有意识、有意识的评估的假设在解释各种现象方面已经相当成功。预计未来的研究将更加重视有意识和无意识影响决策之间的相互作用。
Although the argument that unconscious inputs are often key determinants of consumer decision making is compelling, it may be overstated, particularly with respect to choice. A comparison of the effect of conscious inputs (e.g., the attributes of options in the choice set) and unconscious inputs (e.g., a seemingly irrelevant observation or task) indicates that the former have a significant advantage. In particular, the impact of conscious inputs is supported by choice task norms and is less susceptible to being lost in the "noise" that is characteristic of most natural consumer environments (e.g., stores). Indeed, although consumers often have limited insight into influences and processes producing their choices, the assumption that consumers base their choices on conscious, willful evaluation of task-relevant inputs has been quite successful in explaining a wide range of phenomena. It is expected that future research will put greater emphasis on the interactions between conscious and unconscious influences on decision making.