Cognitive Processing’s Role in Preventing Consumer Scams

Building on the findings of prior Unconscious Thought Theory (UTT) research, which showed how utilizing unconscious processing allowed participants to better identify lies (Reinhard, et al., 2011), the current work proposes a potential solution for consumers to identify and avoid complex scams and frauds: the use of distraction/ unconscious thought while processing information about scams. Through the course of three studies, we find evidence in support of the hypothesis and identify a moderated (relationship status) mediation (materialism) and that the main relationship is moderated by low self-esteem. This work contributes to the literature by extending the application of unconscious thinking to situations of complex and costly scams and frauds. It contributes to theory by examining the relationship between materialism, low self-esteem, fraud victimization, and distraction/ unconscious thought.<strong></strong>