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Yet work exploring nonconscious pressures on branding and consumer behavior can be favorable to consumer welfare. A better understanding of the habitual and nonconscious drivers of consumer behavior can help consumers become aware of their own biases, pressures and schematic responses to marketing stimuli, and make more effective decisions than not having such knowledge. Second, unconscious processes include multiple dimensions that are to some extent unique from one another.
They include lack of awareness, lack of intent, efficiency and lack of control. Therefore, exploring the nonconscious not as a monolithic unidimensional entity but rather as a multifaceted and complex process with aspects that can be more or less relevant to the particular research context is important.
Third, be open to multiple perspectives on the study of unconscious processes in consumer—brand research. Methodological advances have put new tools at our disposal.
I think we are in a position to integrate diverse areas of research into a unified field of inquiry. Chartrand and Fitzsimons also highlight the benefit of exploring a broader view of consumer behavior research, especially with regard to nonconscious consumer behavior.
Although researchers employing interpretative and introspective methods had been exploring the role of the nonconscious in consumption and branding activities for many years as cited above , the traditional experimentalist paradigm had avoided public recognition of the role of the subconscious until a Choice Symposium in brought a number of experimentalist researchers together to share findings, frustrations and support. This highlights the need to not only look to each other as we continue to explore this complex and rapidly evolving area of nonconscious consumer behavior, but we must also be willing to look outside of our traditional research paradigms and embrace broader definitions of exploration into the issue.
The X-axis represents interpretive and positivistic data analysis on a continuum. The Y-axis represents within- and between-subjects research designs on a continuum. Figure 1 includes topics and example studies for each quadrant.
Figure 1 Research methods and exemplars in testing unconscious theories.
Insightful studies into unconscious consumer—brand research are available in all four quadrants. But without examining such a grid, researchers are likely to adopt a myopic view toward relevant theory and method. Focusing only within one quadrant may also make researchers miss a wide variety of viewpoints, both in agreement and in contradiction to their current hypotheses and research methods.
Especially given the cognitively involving and high-attention nature of traditional empirical experimentation and measures in the Type III quadrant, researchers exploring the role of the nonconscious in consumer behavior need to be especially open to explorations from alternative within-subject designs, and interpretive methods. The articles in this special issue cover a broad range of research perspective and use multiple sets of lenses to illuminate the role of the consumer nonconscious in branding and consumer behavior.
They range from the conceptual to the experimental and from the interpretative to the statistical. Hopefully, the variety of approaches contained within can inspire more exploration into this field of growing importance, while encouraging researchers to explore research paradigms and authors outside of their own training and research mindset. Nonconscious drivers of visual attention in interactive media environments S. Adam Brasel explores the role of nonconscious visual attention within branded environments, summarizing work across numerous studies in vision and perception to highlight the automatic and heuristic nature of much of visual processing.
The article highlights the effects of goals and interactivity on visual attention, reviewing research and implications on how the motivators of media consumption and the nature of the media channel can dramatically shape the visual field before conscious perception ever enters the picture.
Can unconscious—conscious processing sequences enhance ad exposure outcomes? In this article, Patrali Chatterjee explores how the exposure order of self-selected versus forced advertising exposure can affect processing and memory for ad content. She shows that ad formats that allow the user to select the amount of processing devoted to it such as optional internet banner ads induce pre-attentive processing that can boost the effect of subsequent forced ads that require deeper and more motivated processing such as interstitial ads , but the reverse order yields little benefit.
This work reinforces the effectiveness of top-of-mind awareness-focused ad vehicles such as banner advertising, and confirms that high involvement or conscious process is not a prerequisite for effective ad exposures.
Exploring social motivations for brand loyalty: Conformity versus escapism This article, from Lauren Labrecque, Anjala Krishen and Stephan Grzeskowski explores both sides of the social aspect of branded consumption. Although consumers use brands to conform with desired groups, as well as escape and establish individual identity, the communication goals driving these two routes of social influence differ.
Results of this article help explain why Apple users can feel uniformly nonconformist without drowning in a pool cognitive dissonance.
Wilson's suggestion for building a unified theory needs to include co-joining interpretive and empirical positivistic methods and findings across many decades of research on the study of unconscious processes. The recent advances in creative experimental designs in quadrant III centered studies between-subjects experimental designs are suggestive for advancing new designs that combine methods across the quadrants in Figure 1.
Notes Acknowledgements The editors of this special topics issue thank the participants of the Symposium on Implicit Thinking and Feeling for Products and Brands, held at Boston College in the summer of We especially thank T. Melewar, Editor in Chief, and the editorial board of the Journal of Brand Management for the opportunity to devote a special issue to this growing area of exploration within consumer and brand behavior. References Bargh, J. In: R.
Wyer and T. Srull eds. Handbook of Social Cognition, Vol. Hillsdale, NJ: Erlbaum, pp.
Google Scholar Boyatzis, R. Thousand Oaks, CA: Sage. Google Scholar Brasel, S. Journal of Consumer Psychology 57— Journal of Consumer Psychology — Comparative Political Studies 8: — Google Scholar Chartrand, T.
Here, author DouglasVan Praet takes the most brilliant and revolutionary concepts from cognitive science and applies them to how we market, advertise, and consume in the modern digital age. Van Praet simplifies the most complex object in the known universe - the human brain - into seven codified actionable steps to behavior change.
These steps are illustrated using real world examples from advertising, marketing, media and business to consciously unravel what brilliant marketers and ad practitioners have long done intuitively, deconstructing the real story behind some of the greatest marketing and business successes in recent history, such as Nike's "Just Do It" campaign; "Got Milk?
Business Nonfiction Publication Details Publisher: Martin's Press Imprint: Palgrave Macmillan Trade Publication Date: He is the author of U We want your feedback! Click here. Subjects Business Nonfiction. Business Nonfiction.