Although the argument that unconscious inputs are often key determinants of consumer decision making is compelling, it may be overstated, particularly with respect to consumer choice. A comparison of the role of conscious inputs (e.g., the attributes of options in the choice set) and unconscious...

Previous research has found that consumers who deliberate about the reasons for their decisions tend to make less satisfying choices. We propose that this view is overly narrow, and argue that deliberation only impacts choice satisfaction as a function of the type of reasons on which consumers...