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Nonconscious memory processes in marketing: A historical perspective and future directions
Author(s) -
Krishnan H. Shanker,
Trappey Charles V.
Publication year - 1999
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199909)16:6<451::aid-mar1>3.0.co;2-t
Subject(s) - preconscious , perspective (graphical) , subliminal stimuli , psychology , consumption (sociology) , rubric , cognitive science , cognitive psychology , sociology , social science , unconscious mind , computer science , mathematics education , psychoanalysis , artificial intelligence
Nonconscious memory processes play a major role in influencing consumption, yet this topic is an understudied area within marketing. Within the general rubric of nonconscious processes recent marketing articles have focused on preconscious processing of advertising, implicit memory for brand names, and subliminal processing and choice. This article provides a historical overview of nonconsciousness by tracing its development in psychology and philosophy. Building on current work in this area, future research priorities are identified to enhance our understanding of this topic. © 1999 John Wiley & Sons, Inc.