Tag: Academic

Read academic posts on Sentient Decision Science’s implicit market research blog.

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: 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 […]

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