Search results for "Preconscious"

The preconscious, the unconscious, and the subconscious: A phenomenological explication

1992

Biometric Measures for Interactive Advertising Research

2011

ABSTRACTModern marketers seek new research paradigms to explore preconscious, nonverbal stages of consumer behavior, often turning to brain science because some mental processes, particularly those underlying conscious awareness, may be better understood by analyzing neurophysiological reactions. A new discipline, consumer neuroscience, thus examines the brain and its functioning in a marketing context. This article demonstrates how consumer neuroscience can contribute to existing marketing knowledge, with a focus on two methods: electroencephalography (EEG) and eye-tracking. In interactive environments, it is ideal to administer brain wave analyses in parallel with observations of eye move…