The Effect of Nonconscious Goals on Conscious Goal-based Preferences
This dissertation examines whether a nonconscious goal can change preferences between binary options, one favoring a conscious goal (e.g., undiluted but non-healthy iced tea) and the other a nonconscious goal (e.g., diluted but healthy iced tea). Across four laboratory experiments, we demonstrate th...
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| Language: | en_ca |
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2011
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| Online Access: | http://hdl.handle.net/1807/29773 |