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The Behavioural and Emotional effects of Unconscious Brand Exposure on Fashion Preference

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Conference Paper

The Behavioural and Emotional effects of Unconscious Brand Exposure on Fashion Preference

Abstract

Can subliminal brands affect preference? Here we show that subliminally presented fashion brands affect rating of fashion items. Individual brand preference demonstrates the positive bias for the direction and strength of fashion preference. Pupillometry data show the implicit emotional reactions, thus hinting at a mechanism underlying the behavioural effect.
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