The Nonconscious Consumer: Playing a Key Role in Consumer Behavior

Abstract

Background: The consumer model of behavior has been studied for years and continuously updated in light of new advancements. With new and evolving studies, researchers have gradually uncovered the intrinsic components of consumer processing. Objective: The purpose of this study is to determine what key elements of the environment have an influence on consumers, while understanding the effect of such elements. Design and Method: The research for this study was accomplished through careful analysis of relevant literature, studies, surveys, and findings. Scholarly articles were accessible through the library database, providing information on the nonconscious mind, consumer trends and behavior. The research questions are: Does the nonconscious mind play a role in consumer behavior? What possible environmental factors influence consumer behavior? What effects do these environmental factors have on the consumer? Results: Consumers behavior is often driven by automatic processing of the unconscious mind. Simple aspects of one's environment can manipulate the consumers' behavior, for example, choice-set, imagery, diction, auditory priming, etc. This study demonstrates how manipulation in some key environmental factors may alter consumer behavior. Conclusion: Consumers are often blind to the sudden stimuli in the environment yet the consumer is almost always triggered unconsciously. The behavior model of consumers often lacks the complex process behind every consumer choice. By redefining the mind of the consumer, this study exposes what our minds are really up to. Key Words: Nonconscious consumer, automatic processing, consumer behavior.