A Multistage, Multiprocess Analysis of Consumer Judgment: A Selective Review and Conceptual Framework

Although numerous dual‐process models have been brought to bear on the cognitive operations that underlie consumer judgment, they are typically limited in their ability to capture the processes that occur at different stages of cognitive activity and to specify how these processes interface. In many (if not most) cases, a mix of both automatic and controlled processes underlies judgments and decisions. We suggest a theoretical framework that potentially provides an integration of these processes and review representative research and theory that might be conceptualized in terms of this framework.