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Volumn 311, Issue 5763, 2006, Pages 1005-1007

On making the right choice: The deliberation-without-attention effect

Author keywords

[No Author keywords available]

Indexed keywords

CONSUMER PRODUCTS; CUSTOMER SATISFACTION; MARKETING; PURCHASING;

EID: 33144474642     PISSN: 00368075     EISSN: None     Source Type: Journal    
DOI: 10.1126/science.1121629     Document Type: Article
Times cited : (820)

References (32)
  • 1
    • 33144490389 scopus 로고    scopus 로고
    • note
    • It is important to note that attention to the problem at hand is the crucial distinction in our definitions of conscious and unconscious thought. Thinking about buying a new car while attention is directed at possible new cars is conscious thought. Thinking about buying a new car while attention is temporarily directed elsewhere is unconscious thought. This distinction does not mean that conscious thought only comprises conscious processes. One can compare it to speech. Speech is a conscious process (i.e., attention is directed at it while one speaks), but it is in part dependent on accompanying unconscious processes (such as processes responsible for syntax or word choice).
  • 10
    • 33144490581 scopus 로고    scopus 로고
    • note
    • As far as we know, the possibility of unconscious thought (as well as the term "unconscious thought") was explicitly used for the first time by Schopenhauer, who remarked that "One might almost believe that half of our thinking takes place unconsciously" (27).
  • 12
    • 33144466055 scopus 로고    scopus 로고
    • note
    • The idea of unconscious thought was also studied by various researchers interested in incubation processes in creativity. An example is K. 5. Bowers et al. (28).
  • 20
    • 33144476753 scopus 로고    scopus 로고
    • note
    • Quality of decision was operationalized from a normative perspective. One of the choice options was made more desirable than the others because it had been assigned more positive aspects than the other apartments.
  • 22
    • 33144488138 scopus 로고    scopus 로고
    • note
    • The important distinction between following rules and merely conforming to them (and the need for conscious attention in the former) was made by S. A. Sloman (29).
  • 24
    • 33144478868 scopus 로고    scopus 로고
    • note
    • Unconscious thought is reminiscent of implicit learning, but there is an important difference. Implicit learning refers to aspects of a task that are learned while working on the task (and that are inaccessible to consciousness). Unconscious thought refers to thought processes that take place after the encoding of relevant information. A good example of this definition of unconscious thought is the groundbreaking work by Stickgold and colleagues on learning during sleep. See, e.g., (30, 31).
  • 25
    • 33144470122 scopus 로고    scopus 로고
    • note
    • Materials and methods are available as supporting material on Science Online.
  • 26
    • 33144480000 scopus 로고    scopus 로고
    • note
    • We found a correlation between number of aspects and amount of thought (r = 0.54, P < 0.001): The more complex a product is, the more people think consciously when deciding to purchase it. Understandable as this may be, our analysis suggests that people should do the opposite, i.e., think unconsciously when deciding to purchase a complex product. The correlation between number of aspects and price was also significant (r = 0.45, P < 0.001): Expensive products were more complex than inexpensive ones.
  • 31
    • 0035798169 scopus 로고    scopus 로고
    • R. Stickgold et al., Science 294, 1052 (2001).
    • (2001) Science , vol.294 , pp. 1052
    • Stickgold, R.1
  • 32
    • 33144458331 scopus 로고    scopus 로고
    • note
    • We thank E. Neimeijer, L. Schreers, and R. Wassenberg for help with conducting study 4. This research was supported by a grant from Nederlandse Organisatie voor Wetenschappelijk Onderzoek (016.025.030).


* 이 정보는 Elsevier사의 SCOPUS DB에서 KISTI가 분석하여 추출한 것입니다.