Tag: Academic
Read academic posts on Sentient Decision Science’s implicit market research blog.
Protecting the Science: Why Time Constrained Explicit Evaluations Can't Be Implicit Research
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.
Protecting the Science: The Affect Misattribution Procedure as an Implicit Research Technique
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 […]
Protecting the Science: Evaluative Priming for Consumer Insights
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 […]
Protecting the Science: The Implicit Association Test to Evaluate Consumer Subconscious
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 […]