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date: 12 May 2021

Abstract and Keywords

This article evaluates the influence of persuasion tactics, separating out buyer behavior that is driven by conscious and non-conscious goals. It then reviews the research relating to the explicit goals customers pursue. It also discusses the important theoretical distinctions alluded to in motivational psychology. Theories that are examined here include those relating to learning goals, implementation versus deliberation mindsets, action identification, goal shielding, and prevention versus promotion focus. This discussion is contrasted with the understanding that currently exists for when consumers learn of their goals from their actions. Furthermore, this article discusses whether customers' actions based on non-conscious goals occur more in familiar rather than unfamiliar situations; with simple rather than complex behaviors; with difficult, negative choices rather than with simpler or positive choices; or with goals that go against a social norm and so need to be suppressed, rather than socially acceptable goals.

Keywords: buyer behavior, non-conscious goals, motivational psychology, action identification, goal shielding

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