Behavior Activation is Not Enough

Journal of Consumer Psychology, 2005

25 Pages Posted: 5 Feb 2005

See all articles by Chris Janiszewski

Chris Janiszewski

University of Florida - Department of Marketing

Stijn M. J. van Osselaer

Cornell University - Samuel Curtis Johnson Graduate School of Management

Abstract

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

Janiszewski, Chris and van Osselaer, Stijn M. J., Behavior Activation is Not Enough. Journal of Consumer Psychology, 2005, Available at SSRN: https://ssrn.com/abstract=647942

Chris Janiszewski (Contact Author)

University of Florida - Department of Marketing ( email )

Gainesville, FL 32611
United States

Stijn M. J. Van Osselaer

Cornell University - Samuel Curtis Johnson Graduate School of Management ( email )

Ithaca, NY 14853
United States

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