Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
882270 | Journal of Consumer Psychology | 2011 | 11 Pages |
Abstract
Irrational or illogical beliefs are referred to variously as magical thinking, peculiar beliefs, superstitious beliefs, and half-beliefs. We first distinguish the various terms according to their most common and relevant usage for consumer psychologists and define a conceptual structure for the roles of conscious and nonconscious processes associated with peculiar beliefs in decision-making. We present a study that provides initial evidence of the effect of nonconscious, experiential processing on the impact of peculiar beliefs in a consumer auction-based sales scenario. We also offer propositions that extend the theory on peculiar beliefs to their nonconscious effects on consumer psychology and choice.
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Authors
Thomas Kramer, Lauren Block,