1 | Refer to awareness definition and the two thresholds of Cheesman and Merikle [10]. |
2 | Rigorously check the non-conscious nature by adopting up a four-step procedure: - Conceptually dissociate conscious from non-conscious processing through an operational measure of unawareness.
- Use by this measure to show that the considered stimulus is below the subjective threshold.
- Highlight the presence of non-conscious processing and effects via a second measure (dependent variables measure).
- tudy non-conscious processing and effects according to an experimental design.
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3 | Associate a set of unawareness control criteria: - Control via direct measures, whenever possible: verbalization and/or psycho-sensorial techniques (e.g. eye-tracking).
- Control via post-hoc verbal measures as soon as possible after exposure, in order to check:
- the absence of experiment-demand awareness;
- the absence of perception awareness, either by means of a post-experiment recall questionnaire while giving progressive cues, or if possible, by testing subliminal stimulus recognition.
- Do check-ups for each subject in view of inter-subject variability.
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4 | Conduct research specific to marketing communication and closer to everyday life conditions, on: - Visual or auditory perception of a brand appearing in the central section of the sensorial field, though non-detectable in focused-attention mode (e.g. distant vision of a brand).
- Non-conscious processing and effects of a brand displayed in the peripheral visual field.
- Non-conscious processing and effects of a brand explicitly present in the auditory field (radio in dichotic listening) or in the central visual field, though non-perceived through lack of attention.
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