University of Worcester Worcester Research and Publications

Measures of implicit cognition for marketing research

Teichert, T., Graf, A., Rezaei, Sajad ORCID:, Wörfel, P. and Duh, H. (2019) Measures of implicit cognition for marketing research. Marketing, Zeitschrift fur Forschung und Praxis, 41 (3). pp. 48-76. ISSN 0344-1369

Rezaei-Measures-of-implicit-cognition.pdf - Published Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (980kB) | Preview


Automatic, unconscious processes largely influence human decision-making. However, quantitative market research focuses on eliciting conscious responses. This foregoes the opportunity to investigate - and steer - preceding cognitive processes of decision-making. Three implicit cognitions are of special relevance along consumers' journey: Implicit attention introduces the first perception of a stimulus. Implicit associations can cause attitude and preference formation. Finally, approach tendencies can induce impulse buying. This paper provides a broad methodological overview of these implicit cognition measures to guide future researchers' marketing applications. It presents the methods' theoretical foundations, outlines how they can overcome explicit measures' limitations, and sketches their potential for marketing applications. In addition, the authors describe important research paradigms, alternative experimental setups, and data analyses steps to enable researchers to use implicit measurement tools. The measurement instruments are implemented in a non-profit software (AskYourBrain) and tested in an illustrative study. Key findings are summarized and marketing application suggestions made.

Item Type: Article
Additional Information:

The full-text of the online published article can be accessed via the official URL.

Uncontrolled Discrete Keywords: implicit cognition, cognitive processes, decision-making, implicit attention, IRWRG
Divisions: College of Business, Psychology and Sport > Worcester Business School
Related URLs:
Copyright Info: Open access article
Depositing User: Sajad Rezaei
Date Deposited: 17 Jan 2020 13:48
Last Modified: 15 Feb 2023 14:34

Actions (login required)

View Item View Item
Worcester Research and Publications is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.