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What is Nonconscious Goals in Consumer Choices about?

This study examines how nonconscious goals related to prestige and thrift can influence consumer choices without conscious awareness. It presents a framework showing how incidental exposure to prestige or thrift cues can activate those nonconscious goals and affect subsequent decisions in a goal-directed manner. The study aims to show that these nonconscious goals operate similarly to conscious goals, increasing in influence over time and being satiated by actual (but not hypothetical) choices. It conducts

Author

Lilliane Renata Defante

Language

EN