Biometrics reveal unconscious cues in advertising
Otokar Rezek, Natalia FilippociantsPepsiCo RussiaRafal OhmeLaboratory & Co
Introduction
Advertising is generally seen as a two-dimensional phenomenon, its role is to inform about benefits and create positive emotional responses. However, recent biometric studies have shown that the effects of advertising depend also on a third dimension, i.e. signals that are processed outside of consumers' conscious attention – peripherally. To illustrate how such unconscious cues may influence advertising we will present results of a recent study on two breakthrough Pepsi ads in Russia – The Sound and Alive. We believe,...