Implicit measures of consumer cognition: A review
Article first published online: 14 SEP 2010
© 2010 Wiley Periodicals, Inc.
Psychology & Marketing
Special Issue: Implicit Measures of Consumer Response
Volume 27, Issue 10, pages 921–937, October 2010
How to Cite
Dimofte, C. V. (2010), Implicit measures of consumer cognition: A review. Psychol. Mark., 27: 921–937. doi: 10.1002/mar.20366
- Issue published online: 14 SEP 2010
- Article first published online: 14 SEP 2010
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.