An experimental method for studying unconscious perception in a marketing context

This article provides in-depth discussion of a recently developed method de signed to foster the elicitation and detection of unconscious perception. P rior findings coupled with additional studies and analyses support the valu e of this method as a tool for studying unconscious perception in a marketi ng context. The method can both divert subjects' conscious attention away f rom experimental stimuli and provide a separate indicator of where subjects ' attentive resources are being allocated during exposure. Moreover, it is easy to use and flexibly applied in an experimental setting. (C) 1999 John Wiley & Sons, Inc.