Unconscious Thought Theory and Marketing: A novel perspective for new insights

Marcia Horowitz Vieira, Clecio Falcao Araujo, Claudio Hoffmann Sampaio


The Unconscious Thought Theory (UTT), a theory about human thought, is able to bring a new perspective for the marketing field. Marketing researches appropriate from the conscious thought, which represents only 5% of our brain capacity. By the time UTT starts to be incorporated as a new lens for a wide range of marketing topics, the outcomes may bring important contributions and advances for the field. This article aims to better understand how marketing is using UTT in order to extent knowledge. The desk research procedure resulted in 6 categories relating UTT and marketing and show that there is an important gap related to the use of this theory as a new perspective for marketing well-explored issues.


Consumer behavior, Unconscious thought, UTT, Marketing, Systematic review

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