@PHDTHESIS{ 2018:725672987,
 	title = {How (un)conscious processing of hedonic and utilitarian attributes affect choice and rejection strategy},
 	year = {2018},
 	url = "http://tede2.pucrs.br/tede2/handle/tede/9557",
 	abstract = "Consumers face a trade-off between utilitarian and hedonic alternatives due to which
 decision-making process they engage. It can occur due to fact that they have to decide between
 alternatives in complex sets, that can be influenced, at the same time, by the way attributes are
 processed or by the different decision strategies used. The current literature has demonstrated
 that there are two possible ways of processing this information: consciously and unconsciously.
 The conscious process best deals with simple information, while unconscious processing better
 handles with complex information. As a consequence, individuals can decide between a choice
 or a rejection strategy. In this way, our proposition was to analyze how the (un)conscious
 processing of hedonic and utilitarian attributes affects the choice and rejection strategy under
 different levels of complexity in multiattribute decision making. The results suggest that
 consumers who face a higher level of complexity and benefit from a period of distraction (i.e.,
 unconscious processing) have an advantage, being abler to integrate relevant information to
 decision making than when deliberating this information (conscious processing), based on
 Unconscious Thought Theory. To test the proposition, we carried out 3 experimental studies in
 an online laboratory. The studies demonstrated that how a processed, conscious or unconscious
 decision can alter results in choice or rejection strategy. At the same time, it had identified that
 the type of strategy (choice vs. rejection) used can lead to alternatives with different
 characteristics (hedonic vs. utilitarian - study 1). In addition, it was possible to infer that
 cognitive constraints make people less likely to engage in conscious processes (study 2). It had
 also demonstrated a boundary condition when hedonic and utilitarian attributes are
 unconsciously processed under a complex context (study 1), as well as individuals in this
 condition may suffer a deviation in their preferences due to the task of distraction characteristics
 (study 3). When individuals perform a task that consumes a lot of mental energy (study 3), it
 can affect the ability to complete subsequent tasks. Finally, through a meta-analysis between
 choice and rejection we have demonstrated that our effects are consistent. Thus, we have
 contributed to the decision stray and processing mode literature, showing that the type of
 strategy is influenced not only by the type attributes of the options, but also by the way this
 information is processed.",
 	publisher = {Pontifícia Universidade Católica do Rio Grande do Sul},
 	scholl = {Programa de Pós-Graduação em Administração e Negócios},
 	note = {Escola de Negócios}
}