Unconscious Brand Messaging and Perception Beneath the Detection Threshold

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.