Power of the Subconscious
The emotional brain is older, has ensured our survival for longer, and is consequently more influential than the rational brain.
- 99.9996% of sensory processing is nonconscious i
- Emotional adverts are 59% more likely to produce significant real-world effects like market share gain ii
- Explicitly asking people questions often fails to capture emotions and subconscious processes
- Stim Engine uses technology to get beneath what people say and measure their true thoughts and feelings, to predict their true behaviours
i Wilson, T. D. (2004). Strangers to ourselves. Harvard University Press.
ii Wood, O. (2012). How Emotional Tugs Trump Rational Pushes. Journal of advertising research, 52(1), 31-39.