Search results

The idea that a significant portion of what consumers do, feel, and think is driven by automatic (or “implicit”) cognitive processes has sparked a wave of interest in the development of assessment tools that (attempt to) capture cognitive processes under automaticity conditions (also known as “implicit measures”). However, as more and more implicit measures are developed, it is becoming increasingly difficult for consumer scientists and marketing professionals to select the most appropriate tool for a specific research question. We therefore present a systematic overview of the criteria that can be used to evaluate and compare different implicit measures, including their structural characteristics, the extent to which (and the way in which) they qualify as “implicit,” as well as more practical considerations such as ease of implementation and the user experience of the respondents. As an example, we apply these criteria to four implicit measures that are (or have the potential to become) popular in marketing research (i.e., the implicit association test, the evaluative priming task, the affect misattribution procedure, and the propositional evaluation paradigm).

To date, to the best of the authors’ knowledge, the use of implicit measures in the service research domain is limited. This paper aims to introduce implicit measures and explain why, or for what purpose, they are worthwhile to consider; how these measures can be used; and when and where implicit measures merit the service researcher’s consideration.

To gain an understanding of how implicit measures could benefit service research, three promising implicit measures are discussed, namely, the implicit association test, the affect misattribution procedure and the propositional evaluation paradigm. More specifically, this paper delves into how implicit measures can support service research, focusing on three focal service topics, namely, technology, affective processes including customer experience and service employees.

This paper demonstrates how implicit measures can investigate paramount service-related subjects. Additionally, it provides essential methodological “need-to-knows” for assessing others’ work with implicit measures and/or for starting your own use of them.

This paper introduces when and why to consider integrating implicit measures in service research, along with a roadmap on how to get started.

This study aims to explore whether early anti-social fire exposure (ASFE) is associated with how adults engage with fire and how they view fire.

An opportunistic sample (N = 326) was recruited. Participants completed an online survey exploring ASFE, fire use, strength of fire-beliefs and interest in/attitudes supportive of fire. Additionally, implicit fire bias was measured using the affect misattribution procedure (AMP).

Participants with ASFE engaged with more criminalised fire use as adults. They also scored higher on fire interest and general fire beliefs and showed an implicit dislike of fire stimuli, compared to non-exposed participants (although differences in fire use were not statistically significant when gender was accounted for). Males also had higher levels of fire interest, held stronger fire related beliefs and were more likely to have been exposed to ASFE during childhood. However, there were no gender differences in fire use or on the implicit task.

The findings have practical application, namely in relation to early intervention and rehabilitative approaches. However, a limitation is that participants’ cultural background were not accounted for. Additionally, we advise caution in interpreting the implicit results and call for further research.

The need for better early interventions for young people is highlighted, along with better screening which, currently, is unstandardised and inconsistent across the country (Foster, 2020). This demands a community-engagement approach.

This is the first study to explore type of early exposure to fire. It is also the first to adopt the AMP as a measure of implicit fire-bias.

There has been contradictory evidence as to whether implicit attitudes are more indicative of food consumption behavior than explicit attitudes. The purpose of this paper is to clarify the predictive validity of implicit attitudes for food consumption behaviors with two popular indirect measures – the implicit association test (IAT) and the affective misattribution procedure (AMP).

The authors examined the predictive validity of the IAT and AMP for focal and incidental food consumption behaviors (n=277).

Results revealed that the IAT and the AMP were more context-dependent than initially expected. The IAT only predicted incidental consumption behaviors in Study 1, and the AMP only predicted incidental consumption behaviors when preceding the IAT. However, the indirect measures provided unique variance for predicting incidental consumption behaviors. Only a direct, self-report measure predicted focal behaviors.

These findings suggest that both the AMP and the IAT can predict incidental consumption behaviors, but the presence and strength of these effects may be moderated by unsuspected variables such as task order.

The current study provides evidence for the benefits of utilizing implicit measures in addition to self-report measures during consumer and market research.

This research reevaluates the predictive validity of the IAT and AMP for food consumption behaviors and employs two measures of food consumption behaviors.

The purpose of this paper is to provide a methodological approach to understanding key influencers of Millennials and other generational cohorts. The approach identifies adults' implicit consumer preferences based on their early childhood cultural experiences.

This paper draws from research in the area of generational studies, implicit psychological processing, and consumer preferences to propose a method of identifying and confirming key influencers of generational cohorts' implicit preferences.

A more complete understanding of Millennials and other generational cohorts can be gleaned by complementing current methodological approaches with the one proposed in this paper.

As preliminary research has just begun using this model, additional research is needed to confirm the theoretical work and association between early childhood influencers and actual purchasing behaviors.

The identification of early childhood influencers can be used by businesses for their current marketing strategies with Millennials and other generational cohorts or for product development/updates in anticipation of cohorts “aging into” target markets.

The approach proposed in this paper is innovative in its integration of generational cohort analysis with empirical approaches to measuring implicit consumer preferences.

In the current study, the author tests a conceptual model in which teachers' knowledge and skills of multiculturalism and teaching relationship (cultural harmony) are associated with developmentally appropriate practices (DAPs), developmentally appropriate (DABs), developmentally inappropriate beliefs and developmentally inappropriate practices (DIPs) in the classroom.

Participants were 347 preschool teachers from 12 preschools including 342 women ( 98.6%) and five men (1.4%) aged 24–45 years located across all five districts of Hong Kong. The hypothesized model of multicultural teaching competency as a predictor of DABs and DAPs is confirmed in the present study.

Multicultural teaching knowledge can enhance developmentally appropriate teaching beliefs and practices and reduce DIPs. It is highly recommended that multicultural education can be embedded in early childhood education (ECE) programs for both in-service and preservice teachers.

A new conceptual model of teachers' knowledge and skills of multiculturalism and teaching relationship (cultural harmony) associated with DABs, developmentally inappropriate beliefs and DAPs in the classroom was firstly examined.

Recent years have brought significant advances in research on behavioral ethics. However, research on ethical decision making is still in a nascent stage. Our objective in this paper is twofold: First, we argue that the practice of mindfulness may have significant positive effects on ethical decision making in organizations. More specifically, we will discuss the benefits of “reperceiving” – a meta-mechanism in the practice of mindfulness for ethical decision making and we provide an overview of mindfulness research pertaining to ethical decision making. Subsequently, we explore areas in which neuroscience research may inform research on ethics in organizations. We conclude that both neuroscience and mindfulness offer considerable promise to the field of ethical decision making.

The purpose of this paper is to explore the implicit and explicit attitude toward Islamic bank and how it influences desire to saving at an Islamic bank. Although the Islamic bank system has been experiencing rocket growth worldwide, but the development in Indonesia is still unsatisfying. The penetration is very low compared to the conventional bank system. Consumer attitude is one of the most important variables that need to be understood to develop effective intervention. Although extensive research has been carried out on consumer attitude in the Islamic bank context, no single study adequately elaborates on implicit attitude.

A sample of 423 respondents was taken to represent the middle-class employee segment. A set of questionnaires consisting of four sections was administered to respondents. The first section is a paper-based implicit attitude test, which collected data using a face-to-face interview, and the rest was self-reported. Data were analyzed using descriptive, analysis of variance and multiple regression analysis.

Analysis of the data shows that the implicit attitude toward Islamic banks in Indonesia is relatively lower than the explicit attitude. In addition, Islamic bank usage pattern and religion have a significant relationship with implicit attitude. While implicit attitude is relatively stable, explicit attitude significantly differs according to age and marital status variables. Finally, this study shows that implicit and explicit attitude simultaneously determine desire to saving at an Islamic bank.

The paper extends the literature by exploring and highlighting the importance of implicit attitude in the study of Islamic consumer behavior. It also gives deeper understanding to Indonesian middle-class employee saving behavior, which has huge potentials, and helps Islamic bank practitioners to develop a set of strategies to tap the market.

Purpose – The purpose of this chapter is to investigate the relationship between emotion and European energy forward prices of oil, gas, coal and electricity during normal times and periods of extreme price movements.

Methodology/Approach – We use a biorhythm approach characterized by the seasonal affective disorder (SAD) variable to study the impact of emotion on energy markets. Normal times and periods of extreme price movements are approximated by OLS and quantile estimations, respectively.

Findings – We use European energy forward prices of oil, gas, coal, and electricity. European equity future index (Dow Jones Euro Stoxx 50) and euro/dollar US exchange rate are used as control variables for economic and financial environment. Estimating OLS and quantile regressions, we find that seasonal patterns have a significant impact during extreme volatility periods only. Further investigations reveal that the SAD effect is significant during periods of price decrease, but insignificant during price increase times. The out-of-sample predictive ability properties show that our “SAD model” outperforms significantly the pure “macroeconomic” one.

Originality/Value of chapter – This topic is novel in energy finance since I use psychological background theory to understand energy price dynamics. I illustrate the relevance of our approach by comparing the out-of-sample predictive ability of our model against macroeconomic one. My results could be considered to improve energy porfolio allocation.