Brand preference affects conscious detection
Do brands affect what you pay attention to and notice? When walking down the street, does your learned liking or disliking of brands make it easier for you to detect particular brands?
In a just published study in the Journal of Consumer Behaviour, we report the findings of a small but highly relevant finding. Here, show that subjective hedonic value – measured as subjective preferences for brands – is associated with a higher likelihood that information associated with the brand will be seen under challenging conditions.
In other words, the more you dislike or like a brand, the more likely you are in detecting the brand in a busy, crowded environment.
Our findings are the first of their kind to demonstrate this with complex cultural images and associations. Further data are needed to explore and understand the actual mechanisms underlying this effect, but at the least, it is a demonstration that subconscious motivation can affect our detection and perception of brands and related products.
Beyond this, the study also highlights certain aspects of consciousness. In particular, the study suggests that consciousness does not have a fixed threshold, but that our detection of certain aspects in the outer world are influenced by unconscious processes.
You can find the article at ResearchGate(please note that this query and PDF download counts as a peer request for my article, and not a violation of copyright)