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Consumers (and Consumer Researchers) Need Conscious Thinking in Addition to Unconscious Processes: A Call for Integrative Models, A Commentary on Williams and Poehlman

Author

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  • Roy F. Baumeister
  • Cory J. Clark
  • Jonghan Kim
  • Stephan Lau

Abstract

We suggest consumer research develop an integrative approach that favors neither unconscious nor conscious processes but rather appreciates the contributions and limitations of both, and how they work together. We agree that unconscious processes precede all conscious ones, but we argue that conscious thinking plays a prominent and likely indispensible role in much of consumer behavior. Conscious thought is particularly useful for logical reasoning, quantification (including about money), and communication, all of which are relevant to consumer behavior. We argue that most human behavior is produced by an interactive combination of conscious and unconscious causes and that favoring one over the other will yield an overly simplistic understanding of consumer behavior. Pragmatic and ethical concerns also argue for retaining a strong interest in conscious processes among consumers.

Suggested Citation

  • Roy F. Baumeister & Cory J. Clark & Jonghan Kim & Stephan Lau, 2017. "Consumers (and Consumer Researchers) Need Conscious Thinking in Addition to Unconscious Processes: A Call for Integrative Models, A Commentary on Williams and Poehlman," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(2), pages 252-257.
    • Handle: RePEc:oup:jconrs:v:44:y:2017:i:2:p:252-257.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucx042
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    Cited by:

    1. Wörfel, Philipp, 2021. "Unravelling the intellectual discourse of implicit consumer cognition: A bibliometric review," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    2. Nittaya Wongtada, 2018. "Can the Unconscious Mind be Persuaded? An Overview with Marketing Implications," International Review of Management and Marketing, Econjournals, vol. 8(1), pages 36-44.
    3. Yogesh K. Dwivedi & L. Hughes & Y. Wang & A.A. Alalwan & S.J. Ahn & J. Balakrishnan & S. Barta & R. Belk & D. Buhalis & Vincent Dutot & R. Felix & R. Filieri & C. Flavián & A. Gustafsson & C. Hinsch &, 2023. "Metaverse Marketing: How the Metaverse Will Shape the Future of Consumer Research and Practice," Post-Print hal-04292610, HAL.
    4. Lopes, Evandro Luiz & Yunes, Lucas Zimbres & Bandeira de Lamônica Freire, Otávio & Herrero, Eliane & Contreras Pinochet, Luis Hernan, 2020. "The role of ethical problems related to a brand in the purchasing decision process: An analysis of the moderating effect of complexity of purchase and mediation of perceived social risk," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    5. Haase, Janina & Wiedmann, Klaus-Peter, 2020. "The implicit sensory association test (ISAT): A measurement approach for sensory perception," Journal of Business Research, Elsevier, vol. 109(C), pages 236-245.

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