Term used to refer to phenomena that are hidden, or not directly measurable, but often apparent via indirect assessment. For example, certain consumer motivations may not be easily measurable through direct questioning (because people are embarrassed about them or perhaps unaware of them), but these motivations may be revealed via associative or other projective techniques (e.g., see the “IAT/Implicit Association Test”). Often used interchangeably with the terms “Nonconscious,” or “Subconscious.” (See “Nonconcscious”).