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While consumer choice research has dedicated considerable research attention to aspects of choice that are deliberative and conscious, only limited attention has been paid to aspects of choice that occur outside of conscious awareness. We review relevant research that suggests that consumer choice is a mix of conscious and nonconscious influences, and argue that the degree to which nonconscious influences affect choice is much greater than many choice researchers believe. Across a series of research domains, these influences are found to include stimulus that are not consciously perceived by the consumer, nonconscious downstream effects of a consciously perceived stimuli or thought process, and decision processes that occur entirely outside of awareness. Key words: non-conscious choice, implicit effects on attitude, memory and behaviour Consumer choice is traditionally assumed to be a conscious, deliberative process. Increas-ingly, however, research has shown that a large part of consumer decision making occurs outside of conscious awareness or is influenced by factors unrecognized by the decision maker. Based on a review of this research, we argue that all decisions consist of a mix of conscious and nonconscious processes, and that the degree to which nonconscious processes influence the consumer choice process is much greater than most choice researchers believe