Unconscious Brand Messaging and Perception Beneath the Detection Threshold

Felix Sand, Anna-Katharina Frison, Pamela Zotz, Andreas Riener and Katharina Holl
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Felix Sand: COBE GmbH
Anna-Katharina Frison: Technische Hochschule Ingolstadt
Pamela Zotz: COBE GmbH
Andreas Riener: Technische Hochschule Ingolstadt
Katharina Holl: COBE GmbH

Chapter 3 in User Experience Is Brand Experience, 2020, pp 37-53 from Springer

Abstract: Abstract It is a matter of fact that more than 90% of all information is perceived outside conscious awareness, i.e., in an unconscious way. This also applies to the perception of (digital) products or services and brands. Based on the hypothesis that the (unconscious) application of stimuli positively increases the effect of brand attachment, we have developed the underlying UXi method this book is based on. In the latter chapters, we will present the results of a preliminary evaluation of the actual effects of unconscious information on brand attachment. In this chapter, we would like to give a general introduction to the potential of information perceived unconsciously to control or trigger brand attachment by comparing theories of conscious and unconscious information processing. We will further address the question of how to trigger unconscious processes in our brain with a certain product design or brand CI. The aim of this chapter is that the interested reader (i.e., designer or developer of digital products and services, or marketer) better understands the fine-grained relationship between appearance, unconscious brand messaging, perception beneath the detection threshold, and the crossmodal interplay of sensory channels.

Date: 2020
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DOI: 10.1007/978-3-030-29868-5_3

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