2020 Volume 26 Issue 1_2 Pages 1_2_23-1_2_48
Recently, unconscious thought study has attracted researchers' and practitioners' attention to understand cognitive process that occurs automatically and outside of awareness. In order to apply the study on unconscious thought to consumer behavior research, the purpose of this study is to show the progress and agenda of unconscious thought study. We reviewed existing studies in two ways. First, in a quantitative review, we overviewed the research field of unconscious thought and then indicated that the previous literature was divided into two topics: judgment and decision making, and creativity. Of the two topics, judgment and decision making was at the core of unconscious thought study. It was confirmed that there were some studies in the field of marketing and consumer behavior. Second, in a review of major papers, we systematically divided these papers into two broad categories. We reviewed the existing studies on cognitive process of thinking modes and on moderator variables on the effect of thinking modes. Finally, theoretical and practical contributions and the direction of future research were provided.
