Chapter 7 adaptive unconscious the unconscious mind trained to perform routine mental activities (137) diving assimilation effect participants who completed the puzzle with expensive brand names rated the ambiguous automobile as expensive (141) automatic information processing the mental processes that occur without awareness or intention, but nevertheless influence judgments, feelings, goals, and behaviors. Minimal thought, impulse purchase contrast effect participants who were primed with inexpensive brands rated the moderately priced target (with a clearly visible brand name) as expensive, while participants who were primed with expensive brands rated the target as inexpensive (141)
Implicit Association Test (IAT) a new procedure for measuring sensitive beliefs, including those held without awareness or intention (143) mindset priming effect the cognitive activity performed during the first session tends to be performed again in the second, even if the products considered during the two sessions are completely different (143) procedural priming effect the effect that occurs when situations are linked to cognitive or motor processes via “if X, then Y” linkages, where X refers to a specific situation and Y refers to a cognitive or behavioral activity (142) truth effect as familiarity increases, a brand name seems more famous, liking for the brand increases, judgments about the brand are held with greater confidence, and product claims seem more likely to be true (144) Chapter 8 accounts excuses and justifications. The former reduce or deny one’s responsibility for inappropriate actions; the latter acknowledge responsibility but rationalize the behavior as appropriate, given the circumstances (161) aligning activities consist of comments that attempt to realign our behavior with norms (161) brand anthropomorphism both human form and human traits to