✦ LIBER ✦

An experimental method for studying unconscious perception in a marketing context

✍ Scribed by Stewart Shapiro; Deborah J. MacInnis; Susan E. Heckler; Ann M. Perez

Publisher: John Wiley and Sons
Year: 1999
Tongue: English
Weight: 175 KB
Volume: 16
Category: Article
ISSN: 0742-6046
DOI: 10.1002/(sici)1520-6793(199909)16:6<459::aid-mar2>3.0.co;2-2

No coin nor oath required. For personal study only.

✦ Synopsis

This article provides in-depth discussion of a recently developed method designed to foster the elicitation and detection of unconscious perception. Prior findings coupled with additional studies and analyses support the value of this method as a tool for studying unconscious perception in a marketing context. The method can both divert subjects' conscious attention away from experimental stimuli and provide a separate indicator of where subjects' attentive resources are being allocated during exposure. Moreover, it is easy to use and flexibly applied in an experimental setting.

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