Abstract:

In the past, implicit and explicit responses to stimuli were gauged in a testing (non-natural) environment.

In the scientific community, people most often distinguish only between system1 and system2, and consequently have to put perception into one of the buckets, then of course system1 would be more suitable than system2.

But our unique claim is that there is a third system, independent of the two, which system 0.

System 0 is a market research innovation in which ads are tested in their natural environment where respondents are not aware of ads being tested and implicit consumer response and explicit behavior are recorded.