Beyond explicit measures in marketing research: Methods, theoretical models, and applications

Whereas traditional self-report procedures and methods mainly tap into consumers explicit attitudes, the implicit cognition paradigm provide researchers and marketing practitioners with a unique tool to uncover consumer implicit attitudes, choices, decisions, and action tendencies. By means of the sheer extent and validated models and empirical studies in cognitive psychology, the application of implicit measures and techniques in marketing and consumer studies is in its infancy; thus, this special issue focuses on theories, tools and approaches for examining consumers unconscious attitude and sustainable consumption patterns. The objective of this special issue is to illustrate theoretical and methodological application of implicit consumer cognition paradigm in marketing and consumer studies. This special issue of Journal of Retailing and Consumer Services highlights the implicit cognition approach as a greater alternative in measuring consumer attitude and tendencies where scientist and marketers are impotent to capture.