Read posts written by Aaron Reid on Sentient Decision Science’s implicit market research blog.
Similar to timed judgments of associations, time constrained explicit evaluations also fail to meet the key criteria of an implicit measure. The industry has recently been exposed to some good new time constrained explicit evaluation techniques.
I recently came across a technique that was described as modeling “neural networks” by measuring the strength of associations between attributes and brands through response latency techniques. It sounds fancy and has the sniff of scientific validity rising from the reference to neural networks and response latency, so I took a closer look.
In both the Implicit Association Test (IAT) and Evaluative Priming (EP) techniques there is always a right answer to the judgment that is required from respondents. In the Affect Misattribution Procedure (AMP) primes are used to influence a judgment, however there is no right answer to the judgment. Nonetheless, the participant’s answer is indirectly and […]
Russ Fazio and colleagues are often cited for some of the first applications of priming techniques in the study of social cognition (1986; 1995). An evaluative priming exercise (EP) is a technique that reveals the implicit associations between concepts by priming participants with images (or words) and having participants sort words (or images) into categories […]
Implicit research measures are appropriately defined as those that are indirect, not deliberate, uncontrolled and unintentional in nature. The Implicit Association Test (IAT) largely fits these criteria of being implicit. The measure is indirect, not deliberate, and relatively difficult to control (but see, Jones et. al. 2009 for some exceptions). The original IAT is the […]