Contrary to conventional wisdom, it is not always advantageous to engage in thorough conscious deliberation before choosing. On the basis of recent insights into the characteristics of conscious and unconscious thought, we tested the hypothesis that simple choices (such as between different towels or different sets of oven mitts) indeed produce better results after conscious thought, but that choices in complex matters (such as between different houses or different cars) should be left to unconscious thought. Named the "deliberation-without-attention" hypothesis, it was confirmed in four studies on consumer choice, both in the laboratory as well as among actual shoppers, that purchases of complex products were viewed more favorably when decisions had been made in the absence of attentive deliberation.

Recent studies have shown that mimicry occurs unintentionally and even among strangers. In the present studies, we investigated the consequences of this automatic phenomenon in order to learn more about the adaptive function it serves. In three studies, we consistently found that mimicry increases prosocial behavior. Participants who had been mimicked were more helpful and generous toward other people than were nonmimicked participants. These beneficial consequences of mimicry were not restricted to behavior directed toward the mimicker, but included behavior directed toward people not directly involved in the mimicry situation. These results suggest that the effects of mimicry are not simply due to increased liking for the mimicker, but are due to increased prosocial orientation in general.

In this article, we argue that consumer behavior is often strongly influenced by subtle environmental cues. Using grocery shopping as an example (or a “leitmotif,” if you wish), we first argue that the traditional perspective on consumer choice based on conscious information processing leaves much variance to be explained. Instead, we propose that many choices are made unconsciously and are strongly affected by the environment. Our argument is based on research on the perception–behavior link and on automatic goal pursuit.

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The present studies demonstrated the moderation of self-construal orientation on mimicry. Recent research has indicated that an interdependent self-construal is associated with assimilation of the other to the self whereas an independent self-construal is associated with minimizing the influence of others on the self (H. R. Markus & S. Kitayama, 1991; D. Stapel & W. Koomen, 2001). Therefore, the authors hypothesized that an interdependent self-construal would be associated with more mimicry than an independent self-construal. When self-construal orientations were experimentally primed, as in Studies 1 and 2, independent self-construals produced less nonconscious mimicry than interdependent self-construals. When self-construals were examined as cultural differences with either a chronically dominant independent (Americans) or interdependent (Japanese) construal of the self, these results were replicated.