Biometrics reveal unconscious cues in advertising

Otokar Rezek, Natalia Filippociants
PepsiCo Russia
Rafal Ohme
Laboratory & 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, that in the years to come biometric research should enable marketers to control not only conscious but also unconscious aspects of communication with their consumers.

The concept of three dimensional advertising