Choice and preference. Neuropsychological, autonomic and cognitive measures in response to supraliminal/subliminal stimulation and emotional masking effect

Valeria Trezzi, Michela Balconi
Neuromarketing and cognitive psychology perspectives underlined the present research which investigated the choice and preference of consumers, by using behavioural, psychophysiological and neuropsychological measures. In particular, research found that cognitive and affective advertising elicited activity in different cortical brain areas and it was shown that the deliberative and intuitive systems were both involved in decision-making. In the present research we analyzed if the consumer and
more » ... xury goods associated with emotional stimuli (neutral, negative or positive) showed in supraliminal or subliminal condition produced variations in response time, subjective preference, autonomic measures (electrodermal activity, puls, and blood volume pressure) and ERP indexes. Emotive stimuli (high arousal with positive/negative valence) were extracted from the IAPS database. Results revealed that the SCL (skin conductance) was significantly higher for the emotive (positive and negative) stimuli compared to the neutral stimuli and for female subjects in subliminal condition; the ERN effect (error-related negativity) was higher in subliminal condition within the left temporal area; the N200 (attentional index) was higher in subliminal condition and parietal area; the P300 index (alert response) is higher in right parietal area for supraliminal condition. So the research highlighted the hypothesis that consumers do not observe and process information in a neutral way. On the contrary, different conditions of stimulation and of emotional valence influence the choices of consumers, in the way they respond in both in an automatic and deliberative way.