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An Introduction to Neurosemiotics

ein kurzer

Überblick

How can people be reached and touched? What triggers communication – which impressions, reactions and actions? These are the fundemental questions behind any form of communication.

From a methodological approach, the most basic psychological levels of neurosemiotics, the 3 systems, come into play.

An Introduction to Neurosemiotics

A brief

Overview

How can people be reached and touched? What triggers communication – which impressions, reactions and actions? These are the fundemental questions behind any form of communication.

From a methodological approach, the most basic psychological levels of neurosemiotics, the 3 systems, come into play.

Research Method Overview

Depending on the specific media channel or/and human images, one of the three systems comes to the foreground in each case. However, they all have influence each other.

Different market research methods can be divided between systems as follows:

System 0

Perception

Eye-Tracking

Visibility

In-Context Behaviors

System 1

Implicit

Reaction-time measurement

Ethnographic studies

Emotional Analysis, Activation

System 3

Explicit

Questionnaire

In-depth interviews

Focus groups

Research Method Overview

Depending on the specific media channel or/and human images, one of the three systems comes to the foreground in each case. However, they all have influence each other.

Different market research methods can be divided between systems as follows:

System 0

Perception

System 1

Implicit

System 3

Explicit

Eye-Tracking

Reaction Time Measurement

Questionnaire

Visibility

Ethnographic Studies

In-depth Interview

In-Context Behaviors

Emotion Analysis, Activation

Focus Groups

System 0

Wahrnehmung

System 0 describes the perceptive-sensory experience, the real perception. It is the most fundamental, quickest type of system- it is “sensory perception”….

Although the average viewing time of advertising materials today is very short, the first few seconds may be a highly valuable window of opportunity for advertising impact.

System 1

Implizit

The implicit-emotional, “fast thinking” component is summarized under System 1…

Methods such as skin conductance or the analysis of universal basic emotions such as joy, anger, aversion or arousal will help us to better understand the emotions involved in the advertising effect.

System 2

Explicit

Under System 2, the explicit exploration of cognition, we understand general cognitions of humans about their environment that are introspectively accessible, clear, and lasting.

Cognitions have been and still are the most important means of communication.

System 0

Perception

System 0 describes the perceptive-sensory experience, the real perception. It is the most fundamental, quickest type of system- it is “sensory perception”….

Although the average viewing time of advertising materials today is very short, the first few seconds may be a highly valuable window of opportunity for advertising impact.

System 1

Implicit

The implicit-emotional, “fast thinking” component is summarized under System 1…

Methods such as skin conductance or the analysis of universal basic emotions such as joy, anger, aversion or arousal will help us to better understand the emotions involved in the advertising effect.

System 2

Explicit

Under System 2, the explicit exploration of cognition, we understand general cognitions of humans about their environment that are introspectively accessible, clear, and lasting.

Cognitions have been and still are the most important means of communication.

Opportunity windows for Attention is short

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