Behavior Activation is Not Enough
Journal of Consumer Psychology, 2005
25 Pages Posted: 5 Feb 2005
Dijksterhuis, Smith, van Baaren, and Wigboldus (2005) review numerous demonstrations that people's behavior can be influenced non-consciously by subtle environmental primes. They argue there is a direct link between activation of the representation of a behavior (through, for example, perception of the behavior or activation of a goal that is associated with the behavior) and execution of that behavior. We believe there is insufficient support for the direct perception-to-behavior and the direct goal-to-behavior explanations of non-consciously mediated behavior. We propose a non-conscious behavioral choice model. We argue that behavioral choice depends on means activation, goal activation, and the relative value of a behavior for achieving a goal.
Keywords: Goal priming, mimicry, habits, consumer psychology, non-conscious choice
JEL Classification: M30
Suggested Citation: Suggested Citation