Abstract:

The presentation contains results of conscious self-reports compared to neurophysiological unconscious reactions (reflected by EEG, EMG, and SC). The relation between the methods and present interpretations based on qualitative methods and biometrics is illustrated, concluding with a proposal of integrating them. In effect we would gain a deeper understanding of analyzed ads, not only realizing which creative solutions work, but also why. This integrated approach would help us to better understand not only marketing communication but above all, the mind of the consumers, both on the conscious and unconscious level.