Consumer inferences and consumer preferences. The status of cognition and consciousness in consumer behavior theory

Abstract

This conceptual paper discusses the so-called ‘non-cognitive’ revolution in modern Consumer Behavior Theory. We argue that this new emphasis is not a radical departure when viewed from the vantage point of cognitive psychology. Cognitive psychology has become a way of studying many, if not most, forms of behavior; as it grows and expands, it becomes less correct to equate it with the study of only some forms of behavior (cognition). It is often the case that consumer researchers associate the term ‘cognitive’ with the conscious, the rational, the verbal and, by implication, call non-cognitive the unconscious, subconscious or non-verbal phenomena. However, many findings on ‘non-cognitive’ processes are the result of research in cognitive psychology. Our paper therefore starts out by discussing the nature of the cognitive Consumer Research Tradition. It points out that the distinction between conscious and automatic processes is more fruitful than that between cognitive and non-cognitive ones. The recent emphasis on emotional processes and direct behavior manipulation is discussed in this light. Implications of the distinction for consumer and marketing research are mentioned in a concluding section.