Portal de Periódicos da CAPES

An experimental method for studying unconscious perception in a marketing context

1999; Wiley; Volume: 16; Issue: 6 Linguagem: Inglês

10.1002/(sici)1520-6793(199909)16

1520-6793

Stewart Shapiro, Deborah J. MacInnis, Susan E. Heckler, Ann M. Perez,

Multisensory perception and integration

Psychology & MarketingVolume 16, Issue 6 p. 459-477 An experimental method for studying unconscious perception in a marketing context Stewart Shapiro, Corresponding Author Stewart Shapiro sshapiro@udel.edu University of DelawareDepartment of Business Administration, University of Delaware, Newark, DE 19716Search for more papers by this authorDeborah J. MacInnis, Deborah J. MacInnis University of Southern California, Los AngelesSearch for more papers by this authorSusan E. Heckler, Susan E. Heckler University of ArizonaSearch for more papers by this authorAnn M. Perez, Ann M. PerezSearch for more papers by this author Stewart Shapiro, Corresponding Author Stewart Shapiro sshapiro@udel.edu University of DelawareDepartment of Business Administration, University of Delaware, Newark, DE 19716Search for more papers by this authorDeborah J. MacInnis, Deborah J. MacInnis University of Southern California, Los AngelesSearch for more papers by this authorSusan E. Heckler, Susan E. Heckler University of ArizonaSearch for more papers by this authorAnn M. Perez, Ann M. PerezSearch for more papers by this author First published: 10 August 1999 https://doi.org/10.1002/(SICI)1520-6793(199909)16:6 3.0.CO;2-2Citations: 12AboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinkedInRedditWechat Abstract 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. Citing Literature Volume16, Issue6September 1999Pages 459-477 RelatedInformation