Foreword

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ID: 338431
2026
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Abstract
Associate Professor Professor by Professor Charles Spence Department of Experimental Psychology, University of Oxford The joke in my psychology department used to be that writing a book on consciousness was what the senior academics always said that they wanted to do when they retired. At the same time, it was suggested that the explosion of research interest in attention in the closing decades of the previous century was driven by the younger generation of cognitive neuroscientists who all wanted to study consciousness, but were afraid to do so, and so labelled it ‘attention’ instead, thus making the topic seem somehow more experimentally tractable (Spence, 1998). In this new volume, two prolific young researchers who straddle the border zone between experimental psychology and marketing/business tackle the topic of consumer consciousness. The very title of their book clearly has a foot (or word) in each camp. As the authors write in the Preface: ‘At its core, this book is an invitation to reimagine what it means to be a consumer in a world where technologies are increasingly multisensory, immersive, and intelligent. It is also about making sense of how we perceive, evaluate, and assign meaning to our experiences through the lens of consciousness.’ Talk of consciousness must presumably engage all of the consumer’s senses, despite the fact that the majority of cognitive neuroscience and philosophical work on consciousness has tended to restrict itself solely to the visual modality (O’Regan & Noë, 2001). This bias perhaps speaks to the visual dominance evident in everything from the cortical ‘real estate’ dedicated to each of our senses (Gallace et al., 2012; Hutmacher, 2019), through to the preponderance of research dedicated to the visual aspects of branding/marketing (Fagoyinbo, 2024).
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openalex_W7225114881 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Olivia Petit, Carlos Velasco
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Journal Oxford University Press eBooks
Year 2026
DOI
10.1093/9780198909088.002.0005
URL
https://doi.org/10.1093/9780198909088.002.0005
Keywords Keywords not found

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