Brand and automaticity

A presumption of most consumer research is that consumers endeavor to maximize the utility of their choices and are in complete control of their purchasing and consumption behavior. However, everyday life experience suggests that many of our choices are not all that reasoned or conscious. Indeed, automaticity, one facet of behavior, is indispensable to complete the portrait of consumers. Despite its importance, little attention is paid to how the automatic side of behavior can be captured and integrated into managerial decision making. The aim of this dissertation is to stress how automatic processes can be intertwined with brand attributes and influence brand performance, thereby highlighting the urge to account for the influence of automaticity in brand management.