a neuromarketing technology named after Harvard University professor Jerry Zaltman (late 20th century). The method is based on influencing the subconscious of a person with the help of graphic images: a correctly selected picture activates hidden images-metaphors that are born unconsciously and cause positive emotions that encourage a person to make a purchase. The technique involves two stages:
1) collecting images (respondents choose pictures to express their thoughts and associations);
2) an in-depth interview that the researcher conducts to clarify the metaphors that respondents attribute to the selected images. On the basis of the identified images, graphic collages are constructed, which are used in commercials (see Neuromarketing in Chapter 1.9. Key Psychological Concepts in Cognitive Psychology).