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Amitava Chattopadhyay
Professor of Marketing
Keywords
Q41112;Q11213; Creativity; Product ideation; Unconscious thought; Deliberation-without-attention
Journal Article
Yang H., Chattopadhyay A., Zhang K., Dahl D. W. (2012). Unconscious Creativity: When can Unconscious Thought Outperform Conscious Thought? Journal of Consumer Psychology, 22(4), pp. 573-581.
Recent research suggests that unconscious thought is superior to conscious thought in many cognitive domains.