Nonconscious memory processes in marketing: A historical perspective and future directions

H. Shanker Krishnan*, Charles V. Trappey

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

12 Scopus citations

Abstract

Nonconscious memory processes play a major role in influencing consumption, yet this topic is an understudied area within marketing. Within the general rubric of nonconscious processes recent marketing articles have focused on preconscious processing of advertising, implicit memory for brand names, and subliminal processing and choice. This article provides a historical overview of nonconsciousness by tracing its development in psychology and philosophy. Building on current work in this area, future research priorities are identified to enhance our understanding of this topic.

Original languageEnglish
Pages (from-to)451-457
Number of pages7
JournalPsychology and Marketing
Volume16
Issue number6
DOIs
StatePublished - 1 Jan 1999

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