Introduction
In an ever-changing and globalized world, marketing professionals and companies are constantly urged to find new ways to interact with consumers and conduct research. During the past two decades, an important compilation of neuropsychological research has led us to shift the way that we conceive consumer decision-making. Prior to this period, rationality was the main assumption, and research methods focused mainly on explicit, deliberate judgements made by consumers. After testing thousands of brand messages for leading companies across the globe, we've concluded that measuring purely rational processes alone is no longer good enough. Explicit measures do not always suffice...
