Samsung Versus Apple: Smartphones and Their Conscious and Non-conscious Affective Impact

Conference paper
Part of the Lecture Notes in Information Systems and Organisation book series (LNISO, volume 16)


Traditional market research used to focus on survey-based investigations. The first generation of Neuromarketing focused on Brain Imaging via functional Magnet Resonance Imaging (fMRI), which allowed for a true insight into brain activities with accurate localisation results. Finally, the new generation of Neuromarketing provides valuable information about implicit affective responses, which in combination with explicit responses are most useful for product evaluation and many further economic decisions. This study investigated various aspects of Samsung and Apple smartphones with respect to their conscious and unconscious affective impact in response to visual presentations.

Besides various interesting discrepancies between conscious and unconscious affective responses, which demonstrate that mainly conscious cognitive differences exist between Apple and Samsung, an overall outcome is that male Samsung owners demonstrated most positive nonconscious affective processing levels regardless of which brand and version being exposed to.


Smartphones Conscious and unconscious affective responses Neuromarketing Consumer neuroscience 



This study was conducted in collaboration with the Sigmund Freud University in Vienna.


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Copyright information

© Springer International Publishing Switzerland 2017

Authors and Affiliations

  1. 1.CanBeLab, Department of PsychologyWebster Vienna Private UniversityViennaAustria
  2. 2.School of PsychologyNewcastle UniversityCallaghanAustralia
  3. 3.Faculty of PsychologyUniversity of ViennaViennaAustria
  4. 4.Faculty of PsychologySigmund Freud Private University ViennaViennaAustria

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