In Defense of Consciousness: The Role of Conscious and Unconscious Inputs in Consumer Choice

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Free will in consumer behavior: Self-control, ego depletion, and choice (2008, background): “As Simonson (2005) contended, freedom and conscious will are much more evident in complex decision making that requires cost–benefit analyses and similar reasoning than in the impulsive acts and the spontaneous reactions that are commonly studied and that are indeed readily influenced by…”
A new look at habits and the habit-goal interface. (2007, methodology): “Following this tradition, many current models focus on changing people’s decision making about their actions (e.g., Simonson, 2005 ) or their beliefs about action outcomes and performance efficacy (e.g., expectancy–value models, Albarraco ´n et al., 2003; health belief model, Glanz, Rimer, & Lewis,”
A Theory of Unconscious Thought (2006, background): “There is no denying that this approach has been highly successful in accounting for people’s consumer choices (e.g., Bettman et al., 1998; Simonson, 2005).”