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).

The purpose of this paper is to assess the effectiveness of event-related sports sponsorship and ambushing activity using social media video advertising that aim to affect spectators’ implicit and explicit brand information processing.

A dual model of brand knowledge is used that considers the implicit and explicit information processing of marketing-induced brand messages. A web study was conducted prior to the 2014 FIFA World Cup. Each participant implicitly and explicitly evaluated either one sponsor brand or one ambush brand before and after watching the video advertisement (within-subject design). A Wilcoxon signed-rank test was used to evaluate each change of the pre-post testing scores.

Implicit and explicit brand associations as well as brand behavior were partially affected by the short contact with the advertisements of sponsor brands and ambush brands. In this regard, the implicit association measurements were more sensitive to reveal changes in the brand knowledge structure than their explicit counterparts. Furthermore, sponsorship advertising was slightly more effective than ambush advertising.

The current exploratory study evaluated for the first time the performance of event-related video advertisements that were originally released on social media of sponsor brands and ambush brands. The findings emphasize the necessary requirement of evaluating the implicit processing in addition to the explicit processing of sponsorship information to ensure a holistic evaluation of consumers’ memory with regard to the effectiveness of a sponsorship activity.

This study aims to explore whether fabric contents, specifically cotton and polyester, possess particular personality dimensions, as posited by Aaker (1997). The author examined both explicit (conscious, deliberate) and implicit (unconscious, automatic) perceptions of brand personality traits of cotton and polyester.

The convenience sample of this study included 51 students from different merchandising classes in a Midwestern university. Participants were first directed to the multidimensional implicit association test (md-IAT) and their implicit perceptions were measured for the content of the two fabrics (cotton and polyester) on five different personality attribute dimensions (sincerity, excitement, competence, sophistication and ruggedness). After the IAT, participants completed the post-IAT survey, including explicit measures of brand personality attributes of cotton and polyester.

The findings of this study show that fabric contents can be successfully described and differentiated by Aaker’s brand personality dimensions. Compared with polyester, the distinctive brand personality of cotton was the favorable association between cotton and sincerity. This association was significantly higher than all other personality dimensions in both consumers’ implicit and explicit perceptions. Neither cotton nor polyester was significantly associated with the exciting, competent and sophisticated personality dimensions.

A unique contribution of this study is that it examines implicit perceptions of the brand personality traits of cotton and polyester. The use of the md-IAT in this study allowed the assessment of consumers’ automatic associations with cotton and polyester of which they may not be aware.

New food technologies are of increasing importance but not a lot of research into how people react to these technologies has been conducted. The purpose of this paper is to provide insight into how implicit measurements in addition to explicit measurements give insight into how well an attitude towards a food concept, in relation to its familiarity, is predictive for behaviour.

An implicit measurement (EAST) and an explicit questionnaire were used to investigate people's attitudes and attitude strength towards two food technologies (genetic modification and organic production). Correlations between the two measurements were calculated to determine whether familiar food technologies are more predictive for behaviour than relatively unfamiliar food technologies.

Implicit measurements showed negative associations with genetic modification. Explicit measurements showed neutral associations with genetic modification. In contrast, implicit and explicit measurements showed positive associations with organic production. When a food technology is well known (e.g. organic production), significant correlations between the two measurements were present suggesting that attitudes were predictive for behaviour. In contrast, when a food technology is not well known (e.g. genetic modification), significant correlations were not present suggesting that attitudes were not predictive for behaviour.

This is the first study to examine the relation between intuitive and explicit reactions in relation with the novelty of food technologies.

This paper examines in detail how the use of storytelling with parallax technology can influence the user experience (UX) in online shops as well as brand- and behavior-relevant variables. Furthermore, this study analyzes the causal relationships between UX, brand attitudes and brand-related behavioral intentions in terms of purchase intention and price premiums. Explicit and implicit paths of human information processing are considered.

A sample of 266 respondents completed a web-based experiment under two conditions (text-based vs parallax storytelling online shop). An existing and operational online shop was used. The causal relationships were assessed by using partial least squares structural equation modeling (PLS-SEM). To measure implicit information processing, a single category implicit association test was applied.

By applying the storytelling technique with parallax scrolling, the online shop increased visitors' UX on explicit and implicit information processing levels and increased the online shop's overall perceived attractiveness. Storytelling with parallax motion enables an efficient transmission of brand-related associations to consumers' minds, enhances their explicit and implicit brand attitudes and increases their willingness to pay a higher price. Moreover, this study provides empirical evidence on the effects of UX on brand-related measures by applying PLS-SEM and thus reveals a causal chain of effects from UX on online shop attractiveness, brand attitude and behavioral intentions. Again, explicit and implicit perceptions were considered.

Science and practice are increasingly emphasizing that storytelling emotionalizes content, which facilitates effective communication and builds strong relationships with customers. Little evidence exists about its efficient implementation in an online shopping context and in fulfilling hedonic and pragmatic needs throughout the online journey. This study provides novel insights into managing online shoppers' UX, brand-related perceptions and behavioral intentions with the optimal use of techniques to implement storytelling. Furthermore, this is one of the first studies to holistically consider the human perception of online shops by drawing on theories and methods of psychology, marketing, consumer behavior, brand research and consumer neuroscience and considering explicit and implicit information processing in terms of hedonic and pragmatic UX and brand-related measures.

The purpose of this paper is to examine the inconsistency of explicit and implicit domestic country bias (DCB) across different types of products and in the context of two countries.

Two studies in two countries are conducted to examine the inconsistencies in implicit and explicit DCB. The first study collected data through mall intercept survey method in Taiwan and identified 189 valid respondents. The second study applied a mixed (within and between subjects) factorial experiment in China using 200 subjects.

Results show that explicit and implicit attitudes are moderately related to each other. The results also confirm that ethnic product typicality can explain inconsistencies in both explicit and implicit DCB. For ethnically typical products, DCB is more pronounced in consumers’ explicit attitudes than in consumers’ implicit attitudes. On the contrary, for ethnically atypical goods, DCB makes itself present in both explicit and implicit attitudes.

The results shed new light on DCB and confirm that the bias could divaricate between explicit and implicit attitudes in the case of ethnically typical products.

The aim of this paper is to examine whether Swedish employers implicitly/automatically hold negative attitudes toward Arab‐Muslims, an ethnic minority group subjected to substantial labor market discrimination in Sweden and, more specifically, associate members of this minority group with lower work productivity, as compared with native Swedes.

Adapted versions of the Implicit Association Test (IAT; Greenwald et al., 1998) designed to measure implicit attitudes and productivity stereotypes toward Arab‐Muslims were used. Corresponding explicit measures were administered.

The results clearly show that employers have stronger negative implicit attitudes toward Arab‐Muslims relative to native Swedes as well as implicitly perceiving Arab‐Muslims to be less productive than native Swedes. Notably, the explicit measures reveal much weaker negative associations.

Since Arab‐Muslims are automatically perceived as being less productive, the present findings suggest that negative implicit productivity stereotypes could have significant effects on labor market outcomes, such as when employers make hiring decisions. Given that many hiring decisions are presumably based on “gut‐feelings”, implicit attitudes and stereotypes, more so than their explicit counterparts, may exert a substantial impact on how employers contemplate and make decisions regarding human resources.

Whereas traditional research has focused on self‐conscious, explicit work‐related attitudes toward various ethnic minority groups, the study offers a novel approach to understanding work‐related prejudice.

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 examine the impacts of brand congruity of in-game brand placement on esports consumers' implicit and explicit memory.

A 2 × 2 × 2 experimental design (N = 224) was used with an automobile racing game, NASCAR Heat 5. A series of statistical analyses, including MANOVA and logistic regressions, was conducted to test the proposed hypotheses.

The results revealed that ads on virtual billboards in the video game primed participants to create an implicit memory. Also, incongruent brands that were not very familiar to gamers provided greater impact than congruent brands.

This research is the first to test both implicit and explicit memory and provide practical evidence for the possibility of implicit memory building in the esports context. In addition, the current study also examined the impact of congruity to answer the previously inconsistent results.