The backward masking visual paradigm has been used to assess unconscious perceptual processing. In this study, we consider whether unconscious perceptual processing influences decision-making and explore the influence of aspects of personality that are related to unconscious processing, such as the degree of neuroticism, extroversion, and gender of the individual, applied to the demographic cohort Generation Z, distinguishing between whether the stimuli are verbal or pictorial. Scientists have concluded that the brain does not consciously need to know contextual information to learn the value of this information and make the necessary linkages to make productive decisions. In fact, many studies have shown that sound intuitive decision-making depends on the association of the subliminal messages of a given situation with the limbic brain structures formed. Many have shown that making sound decisions based on intuition rather than conscious reasoning is more common than previously thought. For many years, scientists have investigated the role of subliminal messages in marketing, with their findings generating a significant controversy. Neuroscience has opened the door to the consumer’s brain. With advances in neuroscientific techniques, marketing has needed to refocus toward understanding issues like the area of the brain that should be stimulated to transform the consumer’s intention to purchase into a real decision, how information is processed when making a decision, and how personality traits affect the purchase decision. 2Department of Financial Economics and Accounting and Modern Language, Rey Juan Carlos University, Móstoles, SpainĬognitive neuroscience and its applied developments have revolutionized marketing.1Department of Business Economics, Rey Juan Carlos University, Móstoles, Spain.Dolores Lucía Sutil-Martín 1* Juan José Rienda-Gómez 2

Do subliminal messages work poll