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Abstract The authors extend unconscious thought theory by investigating how differences in the presentation of information affect subsequent conscious and unconscious thought. Three studies demonstrate that when information about choice… Click to show full abstract
Abstract The authors extend unconscious thought theory by investigating how differences in the presentation of information affect subsequent conscious and unconscious thought. Three studies demonstrate that when information about choice options is presented individually, a period of conscious thought helps improve choice quality. Conversely, when information about choice options is presented across all options in an attribute-by-attribute manner, a period of unconscious thought enhances choice quality. Furthermore, these effects are generalized to the choice of real products with attribute information and presentation differences taken from a major online retailer. Implications for unconscious thought theory and buyer behavior are discussed.
Journal Title: Journal of Business Research
Year Published: 2019
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