Information processing research published in the Journal of Consumer Research has produced theoretical advances in our understanding of consumer behavior. This article highlights two themes that have emerged in consumer research over the past 15 years. These are the interplay between motivation and cognition and the impact of implicit processes on consumer behavior. We examine these themes in three core areas of information processing research—memory, affect, and persuasion. We also discuss methodological innovations that have enabled theory building and conclude with suggestions for future theoretical work in consumer research.