Non-Conscious Influences on Consumer Choice Gavan J. Fitzsimons, University of Pennsylvania J. Wesley Hutchinson, University of Pennsylvania Joseph W. Alba, University of Florida Tanya L. Chartrand, Ohio State University Joel Huber, Duke Univesity Frank R. Kardes, University of Cincinatti Geeta Menon, New York University Priya Raghubir, University of California, Berkeley J. Edward Russo, Cornell University Baba Shiv, University of Iowa Nader T. Tavassoli, Massachusetts Institute of Technology Patti Williams, University of Pennsylvania October 23, 2001 Note to editor and reviewers: We are currently working on dramatically reducing the amount of references in the paper to reduce length to the specified number of pages. Correspondence should be addressed to Gavan J. Fitzsimons, Assistant Professor of Marketing, The Wharton School, University of Pennsylvania, 1400 SHDH, Philadelphia, PA 19104-6371, (215) 898-2391, gavan@wharton.upenn.edu . An expanded reference list is available from the first author.