Implicit Association Test – IAT Determine real purchase intent to understand how consumers’ subconscious preference to reliably predict consumer behavior! Disclose consumers’ implicit attitudes and preferences of your brand in a competitive context, remedy critical weaknesses and exploit competitive strengths!
2 Implicit Association Testing (IAT) Implicit measures are more powerful predictor of consumer mind than explicit measures because…
95% of thoughts and feelings are not accessible or available to consciousness.
Traditional measures of attitude and preference rely on conscious beliefs influenced by external factors.
Implicit association measures do not require introspection on the part of subject and reveal information subconsciously.
4 Step 1: Warm-up - Judge which side the statement is indicating (True/False, Positive/Negative) Simple sentence categorization tests: Practice 1: True / False TRUE FALSE I’m taking survey. I’m taking a test. I’m running. … I’m shopping Right Category Right hand ! Left Category Left hand ! Left Practice 2: Positive / Negative POSITIVE NEGATIVE I will consider it. I DON’T want to buy it. I WON’T consider it. … Right I want to buy it
5 Step 2: Test Stimulus Exposure to Prime the Mind Immediately activate subconsciousattitude and tendency in respondent’s mind: I will consider it! I want to buy it… I want to have it! SAMPLE PACKAGING PICTURE
6 Step 3: Measure Brain Categorization Response Time Double categorization test: Block 3: True & Positive combined TRUE POSITIVE FALSE NEGATIVE I’m taking survey. I want to buy it. I WON’T consider it. … I’m shopping Right Category Right hand ! Left Category Left hand ! Left Block 5: True & Negative combined TRUE NEGATIVE FALSE POSITIVE I’m shopping I want to buy it. I WON’T consider it. … Right I’m taking survey
Result: Distribution Of Different Attitudes Percentage Of Respondents That Takes Different Attitudes SAMPLE OUTPUT Those who have purchase intent are expected to have positive D values while respondents with non-purchase intent are expected to have negative D values. Do respondents with positive attitude( like purchase intent / overall liking ) in target groups surpass benchmark for brand / product / design / etc? Does brand / product / design / etc perform better on primary attributes than your competitor? Where are key competitive strengths & weaknesses? Weak association Medium Negative Attitude Stronger Negative Attitude Medium Positive Attitude Stronger Positive Attitude 7
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