Conceptualizing Consciousness in Consumer Research

An outsized focus on the explanatory value of conscious thought can constrain opportunities to more rigorously examine the influence of less obvious drivers of consumer behavior. This article proposes a more precise, disaggregated, and minimized perspective on consciousness, distinguishing it from other higher-order mental processes (i.e., deliberation, intentionality, control, and effort). A more circumscribed perspective on consciousness, we argue, facilitates attempts to examine the causal impact of low-level, biological, or otherwise unconscious influences, bringing these into the frame of inquiry. Accordingly, we outline how a reduced reliance on consciousness as an explanatory construct deepens inquiry into the processes guiding choice, self-control, and persuasion. Lastly, in a set of recommendations centering on theory, methods, and training, we suggest ways for consumer researchers to evaluate more critically whether the contents of consciousness play a meaningful role in driving behavior.