Guidelines for Choosing Attributes in Implicit (and Explicit) Association Research

These days, leading-edge consumer researchers are conducting studies that measure implicit processing, which is popularly known as System 1. Importantly, this type of research reveals consumers’ automatic (a.k.a., implicit) associations with “stimuli of interest” (SOIs), which can be brands, products, ads, package designs, prices, taglines, people, or any number of other marketing elements. Choosing attributes

A Dual-Process, System 1-System 2 Approach to Branding

Taking a Dual-Process, System 1-System 2 approach to branding can bring nothing but good to marketers. It can… Reveal new consumer insights that increase sales. Confirm that automatic and deliberated thoughts and feelings about brands are consistent and on strategy. Identify inconsistencies between automatic and deliberated thoughts and feelings about brands. Dual-Process, System 1, System 2, automatic, deliberated


Today marketers and marketing researchers are interested in knowing what subconscious thoughts and feelings are driving purchase of their products and services. More technically referred to as nonconscious, implicit, or System 1 forces, we offer this “easy recipe” for conducting research that provides this information! Just follow the instructions below to prepare IE Pro YOU®‘s… SYSTEM 1

The Fine Points of Feeling: Value Beyond Ekman’s (or Anyone’s) Primary Emotions

[Illustration from Du, S. and Martinez, A.M. (2015). Compound facial expressions of emotion: from basic research to clinical applications. Dialogues in Clinical Neuroscience – Vol 17 . No. 4.] These days, hundreds, if not thousands, of marketers are interested in exploring emotions. They understand that some form of affect — whether it’s physical sensations, emotions,

“Emotional Economics” May Be a Better Name for Behavioral Economics

If you’re reading this, you likely know what behavioral economics is. In an article published earlier, I defined it as follows: “Behavioral economics phenomena refer to observed consumer preference and purchase dynamics that run counter to rational economic theory predictions by taking into account environmental and psychological factors that influence consumer decisions.” The Ultimatum Game

Emotional Dynamics

A Framework for Why People Do What They Do

In my business – consumer research – understanding why people do what they do – particularly why people buy what they buy – is really what it’s all about. And, of course, once we discover why, recommending how to activate that dynamic so that desired behavior occurs is the ultimate goal. The question seems simple