Short- and long-term effects of conscious, minimally conscious and unconscious brand logos.

Unconsciously presented information can influence our behavior in an experimental context. However, whether these effects can be translated to a daily life context, such as advertising, is strongly debated. What hampers this translation is the widely accepted notion of the short-livedness of unconsc...

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Autores principales:	Charlotte Muscarella, Gigliola Brintazzoli, Sarah Gordts, Eric Soetens, Eva Van den Bussche
Formato:	article
Lenguaje:	EN
Publicado:	Public Library of Science (PLoS) 2013
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/0f7ed4f79e414fadb2b1e642ecd1234e
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id	oai:doaj.org-article:0f7ed4f79e414fadb2b1e642ecd1234e
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spelling	oai:doaj.org-article:0f7ed4f79e414fadb2b1e642ecd1234e2021-11-18T07:47:06ZShort- and long-term effects of conscious, minimally conscious and unconscious brand logos.1932-620310.1371/journal.pone.0057738https://doaj.org/article/0f7ed4f79e414fadb2b1e642ecd1234e2013-01-01T00:00:00Zhttps://www.ncbi.nlm.nih.gov/pmc/articles/pmid/23658681/?tool=EBIhttps://doaj.org/toc/1932-6203Unconsciously presented information can influence our behavior in an experimental context. However, whether these effects can be translated to a daily life context, such as advertising, is strongly debated. What hampers this translation is the widely accepted notion of the short-livedness of unconscious representations. The effect of unconscious information on behavior is assumed to rapidly vanish within a few hundreds of milliseconds. Using highly familiar brand logos (e.g., the logo of McDonald's) as subliminal and supraliminal primes in two priming experiments, we assessed whether these logos were able to elicit behavioral effects after a short (e.g., 350 ms), a medium (e.g., 1000 ms), and a long (e.g., 5000 ms) interval. Our results demonstrate that when real-life information is presented minimally consciously or even unconsciously, it can influence our subsequent behavior, even when more than five seconds pass between the presentation of the minimally conscious or unconscious information and the behavior on which it exerts its influence.Charlotte MuscarellaGigliola BrintazzoliSarah GordtsEric SoetensEva Van den BusschePublic Library of Science (PLoS)articleMedicineRScienceQENPLoS ONE, Vol 8, Iss 5, p e57738 (2013)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Charlotte Muscarella Gigliola Brintazzoli Sarah Gordts Eric Soetens Eva Van den Bussche Short- and long-term effects of conscious, minimally conscious and unconscious brand logos.
description	Unconsciously presented information can influence our behavior in an experimental context. However, whether these effects can be translated to a daily life context, such as advertising, is strongly debated. What hampers this translation is the widely accepted notion of the short-livedness of unconscious representations. The effect of unconscious information on behavior is assumed to rapidly vanish within a few hundreds of milliseconds. Using highly familiar brand logos (e.g., the logo of McDonald's) as subliminal and supraliminal primes in two priming experiments, we assessed whether these logos were able to elicit behavioral effects after a short (e.g., 350 ms), a medium (e.g., 1000 ms), and a long (e.g., 5000 ms) interval. Our results demonstrate that when real-life information is presented minimally consciously or even unconsciously, it can influence our subsequent behavior, even when more than five seconds pass between the presentation of the minimally conscious or unconscious information and the behavior on which it exerts its influence.
format	article
author	Charlotte Muscarella Gigliola Brintazzoli Sarah Gordts Eric Soetens Eva Van den Bussche
author_facet	Charlotte Muscarella Gigliola Brintazzoli Sarah Gordts Eric Soetens Eva Van den Bussche
author_sort	Charlotte Muscarella
title	Short- and long-term effects of conscious, minimally conscious and unconscious brand logos.
title_short	Short- and long-term effects of conscious, minimally conscious and unconscious brand logos.
title_full	Short- and long-term effects of conscious, minimally conscious and unconscious brand logos.
title_fullStr	Short- and long-term effects of conscious, minimally conscious and unconscious brand logos.
title_full_unstemmed	Short- and long-term effects of conscious, minimally conscious and unconscious brand logos.
title_sort	short- and long-term effects of conscious, minimally conscious and unconscious brand logos.
publisher	Public Library of Science (PLoS)
publishDate	2013
url	https://doaj.org/article/0f7ed4f79e414fadb2b1e642ecd1234e
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Short- and long-term effects of conscious, minimally conscious and unconscious brand logos.

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