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Research report 499: June 2019


This study provides valuable insights into the important role values have in determining or guiding human behaviour. With a business focus in mind the study was aimed at understanding the relationship between implicit reactions to certain values and the explicit understanding of these values. Behavioural engagement towards the values of Achievement, Safety, Integrity, Convenience, Caring, Ubuntu, Well-being, Leadership, Happiness and Tradition was investigated using a combination of verbal and non-verbal stimuli. Implicit reactions were measured using the Consumer Neuroscience laboratory at the BMR (Pty) Ltd.



Research Report 499. June 2019

Using Psychophysiological insights to uncover the subconscious behaviour underlying certain values.



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