ABSTRACT
This chapter focuses on research ndings that demonstrate the operation of unconscious factors driving individuals’ responses to social (including marketplace) stimuli and contexts, and highlights the importance of understanding these factors from both theoretical and practical perspectives. Whereas this issue is clearly related to the measurement of unconscious or implicit eects, this chapter will not provide an in-depth review of implicit measures and will instead be limited to discussing research ndings that document the unconscious eects of interest (details on measuring implicit eects are provided elsewhere – e.g., Chapter 8 of this book or Dimofte, 2010). For the purposes of this review, the terms unconscious, automatic and implicit will be used interchangeably to refer to cognitive processes that are not accessible to individuals’ awareness or introspection (see Bargh & Morsella, 2008; Kihlstrom, 1999).
