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The Unconscious Consumer

Professors Tanya L. Chartrand; Gavan J. FItzsimons, Duke University; Duke University

12th Mar 2010  03:00 pm - Room 214/215, H69 - Economics and Business Building

For many years researchers (both economists and psychologists) have largely assumed that consumers are conscious decision making machines.  In this talk we'll present a wide variety of evidence that directly challenges this assumption and suggests that in many consumption situations we are guided by both stimuli and processes that occur outside our conscious awareness. At times such effects can be highly adaptive and functional, while in other settings they can be harmful and even destructive.