Unconscious physical and emotional reactions – the challenge
Certain stimuli, such as images and sensory stimuli, e.g. smells, trigger emotions and psycho-physiological reactions in humans. This has a great influence on how we perceive our environment and products and how we interact with them.
However, these unconscious reactions are difficult to detect and interpret. Surveys, e.g. in consumer research, often rely on conscious statements - not on the analysis of unconscious reactions of human physiology. Also, temporal attribution of the emotional response to the particular stimulus is poorly possible in these surveys.