Consumer judgment from a dual-systems perspective: Recent evidence and emerging issues
Researchers across a variety of psychological disciplines have postulated the existence of two functional systems underlying human judgment and reasoning. One system is rapid, relatively unconscious, and based on associations; the other is slower, consciously guided, and based on symbolic manipulation. According to most conceptualizations, the two systems operate in parallel, contributing interdependently to decision outcomes. This chapter examines recent developments in consumer behavior in terms of the dual-systems paradigm. We first review a variety of proposed frameworks, focusing on both their commonalities and their domains of application. Next, we apply these frameworks to review selected topics from the recent marketing literature. Research on persuasion, metacognition, and immersive experiences is examined through the lens of experiential and analytical processing pathways. We close with a discussion of emerging questions regarding the role of affect, the existence of multiple attitudes, and the notion of unconscious thought.
