Abstract:

There is little consensus on what the unconscious mind is, and how to measure it. This because the unconscious is not one thing but many. By understanding the full structure of unconscious mind, and using the right tools to measure each part of it, we can fully and accurately answer our research questions. To understand consumer behaviour in full, most projects should set out to measure three key parts of the mind: System 1, System 2 and System 3.