Unconscious Thinking, Feeling and Behavior Towards Products and Brands: Introduction to a Journal of Brand Management Special Issue
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This is a post-peer-review, pre-copyedit version of an article published in Journal of Brand Management. The definitive publisher-authenticated version "Woodside, A. and Brasel, S. 2011. Unconscious Thinking, Feeling and Behavior Towards Products and Brands: Introduction to a Journal of Brand Management Special Issue. Journal of Brand Management. 18 (7): pp. 451-456" is available online at: http://doi.org/10.1057/bm.2011.8
This introduction reviews the motivating forces behind this issue, exploring the role of nonconscious consumer behavior in branding environments. The article establishes a foundation of unconscious research in psychology and consumer behavior, and then provides an introduction to the four articles that follow. The article concludes with a call to adopt an inclusive interpretive-positivistic stance to the study of unconscious consumer-brand behavior, attitudes and beliefs.
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