Brand preference affects the threshold for perceptual awareness

ABSTRACT Despite decades of scientific scrutiny, much is still unknown about the effects that brands have on perception. Brands are known to lead to changes in attention and mnemonic processing and by altering emotional preferences they imbue products with value. Less, however, is known about the exact mechanism through which this occurs. Here, a novel and unexpected finding is provided in which subjective brand preference alters the likelihood that a brand name will be consciously seen. By presenting brand names at brief durations, and having them respond using a graded evaluation of conscious perception, the Perception Awareness Scale, it is found that brand names for which there is either a positive and negative preference, subjects report seeing the name more clearly. Interestingly, and much to the contrary of studies of basic emotions, this effect is strongest for positive preference. Our results are discussed in light of other studies in consumer psychology and consciousness science. Copyright © 2013 John Wiley & Sons, Ltd.