How to study consciousness in consumer research

Consumer research can benefit greatly from more insight in unconscious processes underlying behavior . Williams and Poehlman’s effort at more clearly conceptualizing consciousness and call for more research provide s a welcome stimulus in this regard. At the same time, providing evidence for unconscious causation is fraught with metho dological difficulties. We outline why it is vital to uphold standards of evidence for claims regarding unconscious processes, as it is precisely a lack of rigor on this front which has generated a countermovement by researchers sceptical of dual process models in general and unconscious processes in particular . We contend that the sceptics have offered vali d causes for concern, which we leverage to formulate six concrete recommendations for future research on consciousness. Researchers should (1) specify the process level at which they claim evidence for unconscious processes, (2) not confuse unconscious inf luences with unconscious processes, (3) carefully choose between different operational definitions of awareness, (4) maximally satisfy four criteria for awareness measures, and (5) complement measurement with experimental manipulations of awareness. Finall y, we recommend to (6) refrain from hard claims about unconscious causation that transcend the limitations of the evidence, recognizing that consciousness is a continuous construct

How to Study Consciousness in Consumer Research, A Commentary on Williams and Poehlman

Consumer research can benefit greatly from more insight into unconscious processes underlying behavior. Williams and Poehlman’s effort at more clearly conceptualizing consciousness and call for more research provides a welcome stimulus in this regard. At the same time, providing evidence for unconscious causation is fraught with methodological difficulties. We outline why it is vital to uphold standards of evidence for claims regarding unconscious processes, as it is precisely a lack of rigor on this front that has generated a countermovement by researchers skeptical of dual-process models in general and unconscious processes in particular. We contend that the skeptics have offered valid causes for concern, which we leverage to formulate six concrete recommendations for future research on consciousness. Researchers should (1) specify the process level at which they claim evidence for unconscious processes, (2) not confuse unconscious influences with unconscious processes, (3) carefully choose between different operational definitions of awareness, (4) maximally satisfy four criteria for awareness measures, and (5) complement measurement with experimental manipulations of awareness. Finally, we recommend to (6) refrain from hard claims about unconscious causation that transcend the limitations of the evidence, recognizing that consciousness is a continuous construct

Planar perovskite solar cells with long-term stability using ionic liquid additives

Solar cells based on metal halide perovskites are one of the most promising photovoltaic technologies1,2,3,4. Over the past few years, the long-term operational stability of such devices has been greatly improved by tuning the composition of the perovskites5,6,7,8,9, optimizing the interfaces within the device structures10,11,12,13, and using new encapsulation techniques14,15. However, further improvements are required in order to deliver a longer-lasting technology. Ion migration in the perovskite active layer—especially under illumination and heat—is arguably the most difficult aspect to mitigate16,17,18. Here we incorporate ionic liquids into the perovskite film and thence into positive–intrinsic–negative photovoltaic devices, increasing the device efficiency and markedly improving the long-term device stability. Specifically, we observe a degradation in performance of only around five per cent for the most stable encapsulated device under continuous simulated full-spectrum sunlight for more than 1,800 hours at 70 to 75 degrees Celsius, and estimate that the time required for the device to drop to eighty per cent of its peak performance is about 5,200 hours. Our demonstration of long-term operational, stable solar cells under intense conditions is a key step towards a reliable perovskite photovoltaic technology