Consumers (and Consumer Researchers) Need Conscious Thinking in Addition to Unconscious Processes: A Call for Integrative Models, A Commentary on Williams and Poehlman

We suggest consumer research develop an integrative approach that favors neither unconscious nor conscious processes but rather appreciates the contributions and limitations of both, and how they work together. We agree that unconscious processes precede all conscious ones, but we argue that conscious thinking plays a prominent and likely indispensible role in much of consumer behavior. Conscious thought is particularly useful for logical reasoning, quantification (including about money), and communication, all of which are relevant to consumer behavior. We argue that most human behavior is produced by an interactive combination of conscious and unconscious causes and that favoring one over the other will yield an overly simplistic understanding of consumer behavior. Pragmatic and ethical concerns also argue for retaining a strong interest in conscious processes among consumers.