ABSTRACT
Consumers pursue goals throughout the course of each day. Fortunately, people can also benefit from the influence of information in their surrounding environment. This perspective of the influence of the environment on people's behavior without their awareness suggests that people should engineer their environment in a way that conduces to better choices. This means avoiding information about harshness and spending, and surrounding oneself with information about abundance and being careful. Consumers are sensitive to the information in their environment, which means they can be influenced without their awareness. Consider which tools will be used to steer consumers in a certain direction as they have developed mechanisms to defend themselves against wanted influence. It is important to understand the goals consumers have as trying to steer them toward pursuing goals that they already have could benefit both companies and consumers.
