In the tradition of social psychology, it was commonly assumed that consciousness plays a crucial role in human psychological functioning. However, research over the last thirty years had uncovered more of its limitations than its strengths, setting a stage for a new research paradigm focusing on pervasive and adaptive nature of the unconscious in human functioning. The present article explores empirical findings pointing to the automaticity of emotional reactions and implications of these findings in accounting for endurance and evanescence of human emotions. Finally, some prospects for emerging themes and novel research methods for the future of study on emotions are discussed.