The Power of the Subconscious in Marketing Implicit Association Testing (“IAT”) is relatively new in marketing research. Merriam-Webster’s dictionary defines “implicit” as “capable of being understood from something else though unexpressed” or “present but not consciously held or recognized.” Subconscious, in other words. The term “subconscious,” however, evokes a sense of mystery, existing beyond… Continue reading A Marketer’s Guide to Implicit Associations
Tag: implicit research
Implicit brand signals
Humans are rational animals, but that doesn’t mean that all our decisions (including deciding what to buy) are logical. We are influenced by all sorts of signals that we may or may not be aware of. They also evoke certain associations in our mind, which we can’t control. Accounting for implicit associations gives you a… Continue reading Implicit brand signals