An Interdisciplinary Lens on Consciousness: The Consciousness Continuum and How to (Not) Study It in the Brain and the Gut, A Commentary on Williams and Poehlman
评论了Williams和Poehlman关于消费者研究中意识概念化的努力，基于认知和消费者神经科学模型，提出意识是一个连续体而非二分法，并澄清了如何用神经生物学方法测量消费者行为中的意识变量。
We welcome Williams and Poehlman’s (this issue) effort to better conceptualize consciousness in consumer research. In this comment, our goal is to complement their ideas based on models and methods from cognitive and consumer neuroscience. We extend their suggestions in two important ways. First, we offer an extended framework based on a taxonomy of consciousness from visual neuroscience that suggests a continuum rather than a dichotomy between unconscious and conscious processes. This continuum is determined by the role of perception and attention and the communication between different functional systems in the brain. We then clarify and make suggestions about how different methods from the neurobiology toolbox can be used (or not) as measures of mediating and moderating variables underlying consciousness in consumer behavior.