1 | Refer to Tulving [98] concepts of autonoetic and noetic awareness and unawareness. |
2 | Select either a flexible or a strict approach of unawareness in memorization (and processing) depending on experiment targets. |
3 | Rigorously control unawareness by associating a number of criteria: - For the flexible approach:
- Set up a non-intentional memorization framework and check the absence of explicit incentives to supposedly non-conscious processing via specific experiment procedures and instructions;
- Check demand unawareness via a post-experiment recall questionnaire giving progressive cues;
- Check the incapacity of verbally and accurately reporting processing and memory traces supposed non-conscious, via a post-experiment recall questionnaire including general questions(s);
- For a strict approach, add the following criteria to the above mentioned a), b) and c):
- Check, if possible directly, the non-conscious nature of processes via verbalization and/or psycho-sensorial techniques during exposure;
- Check the incapacity of verbally and accurately reporting processing and memory traces supposed non-conscious, via a post-experiment recall questionnaire giving progressive cues;
- whenever possible, apply a post-experiment recognition test.
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4 | Conduct research specific to marketing communication under conditions closer to everyday life on: - Exposures to forgotten messages and their temporal effects, by checking autonoetic unawareness via a post-experiment recall questionnaire.
- Non-conscious effects of emotional contexts, by measuring autonoetic and noetic unawareness via recall tests and specify the different levels of noetic awareness.
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