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Implicit measures of consumer cognition: A review
Author(s) -
Dimofte Claudiu V.
Publication year - 2010
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20366
Subject(s) - psychology , perception , consumer behaviour , cognition , variety (cybernetics) , value (mathematics) , consumer research , implicit attitude , field (mathematics) , information processing , conceptual framework , cognitive psychology , marketing , social psychology , epistemology , computer science , mathematics , artificial intelligence , neuroscience , machine learning , philosophy , pure mathematics , business
In line with recent methodological advances from the cognitive and social psychology literature, consumer researchers have shown strong interest in addressing the nonconscious nature of consumer information processing, attitude formation, and behavioral response. The related use of implicit measures in the study of a variety of marketing effects has offered novel insights into consumer perception of, and response to, marketing stimuli. This paper highlights conceptual issues and empirical findings on the topic of implicit consumer cognition and examines the incremental value that implicit measures may bring to the field. The review suggests that while the use of implicit measures in consumer research is still in its infancy, it shows significant promise as a methodological tool. © 2010 Wiley Periodicals, Inc.