Conscious and Non-Conscious Decision Making in Consumer Choice: A Conceptual Model

INTRODUCTIONOver the last few decades, there has been substantial research conducted in the area of consumer decision making process. One school of thought believes that consumers make decisions consciously and deliberatively. They argue that consumers are fully aware of the decision making process and consciously process information before they decide to buy. For example, wh en consumers make their decis io n bas ed on the information they have...