A behavioral window on the mind of the market: an application of the response time paradigm.
This article focuses on the role of implicit knowledge consumers have about particular brands, products or names. The major findings of several studies, conducted at the Mind of the Market Laboratory at Harvard Business School, are presented with specific emphasis on studies in which response time measurements were the core method. The results revealed that implicit measures provide a rich understanding of the meaning conveyed by a product or brand. Moreover, there is also considerable evidence that implicit measures may be better than traditional explicit measures as predictors of consumer behavior. We discuss the implications for the study of consumer behavior and the importance of combining several methods including neuroimaging, which has received recent attention by marketers, economists and social scientists.
Mast
Fred W
FW
Department of Psychology, Cognitive Neuroscience, University of Zürich, Treichlerstrasse 10, CH-8032 Zürich, Switzerland. f.mast@psychologie.unizh.ch
Zaltman
Gerald
G
D001519:Behavior / Q000502:physiology*; D001525:Behavioral Sciences / Q000379:methods* / Q000639:trends; D001921:Brain / Q000033:anatomy & histology / Q000502:physiology; D003071:Cognition / Q000502:physiology; D003657:Decision Making / Q000502:physiology*; D006801:Humans; D008279:Magnetic Resonance Imaging / Q000379:methods / Q000639:trends; D040541:Marketing / Q000379:methods* / Q000639:trends; D009042:Motivation; D009483:Neuropsychological Tests / Q000592:standards; D011930:Reaction Time / Q000502:physiology