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An experimental method for studying unconscious perception in a marketing context
Author(s) -
Shapiro Stewart,
MacInnis Deborah J.,
Heckler Susan E.,
Perez Ann M.
Publication year - 1999
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199909)16:6<459::aid-mar2>3.0.co;2-2
Subject(s) - unconscious mind , psychology , perception , context (archaeology) , social psychology , cognitive psychology , marketing , psychoanalysis , business , neuroscience , paleontology , biology
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. © 1999 John Wiley & Sons, Inc.