Daniel E. Gaygen

(Business Department, SUNY Buffalo State, Buffalo, NY 14222, USA)

 

 

Abstract: Three computer-based experiments were conducted to investigate whether unconscious, implicit memory processes affect consumers’ decision processes during simulated online clothes shopping. Implicit prime words were employed to seek evidence of associative, semantic, and repetitive priming. Evidence of automatic selection processes was also sought. Reaction time data and probability of a “buy” decision were the dependent variables. The results indicate that the decision to not buy something is the default option. There are significantly more “not buy” decisions than “buy” decisions. The “buy” decisions take significantly longer than “not buy” decisions. The probability of a “buy” decision is lowest at the fastest reaction times but rises linearly as reaction time increases up to about one second after which the probability remains at about the same level through the longest reaction times. A descriptive model of an automatic filter system is presented that shows how many shopping decisions that mostly result in rejection of an item can occur very rapidly and without conscious involvement or cognitive effort.

 

 

Keywords: consumer behavior; automaticity; priming; system 1; reaction time

 

JEL code: M39