10Exploring visual experiments

Measuring multi-modal messages in laboratory research

Anna-Sara Fagerholm and Karina Göransson

Introduction: measuring the unconscious

Our perceptual thinking is largely unconscious (Brumberger, 2003). When we decide which political party to vote for, what to eat for dinner, whom to sit next to, or where to spend our holiday, our unconscious thoughts play a big role, and previous research indicates how deeply the unconscious mind shapes our daily interactions (Bargh, 2014). According to scholars (Schreuder, 2014; Khushaba et al., 2013) it is important to know about the unconscious when we are interested in studying human behaviour and, in particular, human visual experiences.

Therefore, we have to better understand ...

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