Details
| Original language | English |
|---|---|
| Pages (from-to) | 236-245 |
| Number of pages | 10 |
| Journal | Journal of business research |
| Volume | 109 |
| Publication status | Published - 18 Dec 2019 |
Abstract
In the field of sensory marketing, implicit consumer information processing plays an important role because a large proportion of sensory stimuli is perceived unconsciously. Current consumer research calls for integrative models that consider both unconscious and conscious processes. This paper introduces the implicit sensory association test (ISAT)—a novel response latency measurement approach for implicit sensory perception. The ISAT provides a counterpart to the recently developed measurement approach for explicit sensory perception based on the sensory perception item set. Thus, the ISAT enables the measurement of all five sensory dimensions (i.e., implicit visual, acoustic, haptic, olfactory, and gustatory perception). In three studies, we provide empirical evidence that the ISAT measures (1) are valid and reliable, (2) show highly significant relationships with essential marketing-related outcome variables, and (3) can give valuable insights in addition to explicit measures, finding both positive and negative relationships between implicit and explicit sensory perception.
Keywords
- Implicit association test, Measurement method, Response latency measurement, Sensory marketing, Sensory perception
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
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In: Journal of business research, Vol. 109, 18.12.2019, p. 236-245.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - The implicit sensory association test (ISAT)
T2 - A measurement approach for sensory perception
AU - Haase, Janina
AU - Wiedmann, Klaus Peter
PY - 2019/12/18
Y1 - 2019/12/18
N2 - In the field of sensory marketing, implicit consumer information processing plays an important role because a large proportion of sensory stimuli is perceived unconsciously. Current consumer research calls for integrative models that consider both unconscious and conscious processes. This paper introduces the implicit sensory association test (ISAT)—a novel response latency measurement approach for implicit sensory perception. The ISAT provides a counterpart to the recently developed measurement approach for explicit sensory perception based on the sensory perception item set. Thus, the ISAT enables the measurement of all five sensory dimensions (i.e., implicit visual, acoustic, haptic, olfactory, and gustatory perception). In three studies, we provide empirical evidence that the ISAT measures (1) are valid and reliable, (2) show highly significant relationships with essential marketing-related outcome variables, and (3) can give valuable insights in addition to explicit measures, finding both positive and negative relationships between implicit and explicit sensory perception.
AB - In the field of sensory marketing, implicit consumer information processing plays an important role because a large proportion of sensory stimuli is perceived unconsciously. Current consumer research calls for integrative models that consider both unconscious and conscious processes. This paper introduces the implicit sensory association test (ISAT)—a novel response latency measurement approach for implicit sensory perception. The ISAT provides a counterpart to the recently developed measurement approach for explicit sensory perception based on the sensory perception item set. Thus, the ISAT enables the measurement of all five sensory dimensions (i.e., implicit visual, acoustic, haptic, olfactory, and gustatory perception). In three studies, we provide empirical evidence that the ISAT measures (1) are valid and reliable, (2) show highly significant relationships with essential marketing-related outcome variables, and (3) can give valuable insights in addition to explicit measures, finding both positive and negative relationships between implicit and explicit sensory perception.
KW - Implicit association test
KW - Measurement method
KW - Response latency measurement
KW - Sensory marketing
KW - Sensory perception
UR - http://www.scopus.com/inward/record.url?scp=85076588073&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2019.12.005
DO - 10.1016/j.jbusres.2019.12.005
M3 - Article
AN - SCOPUS:85076588073
VL - 109
SP - 236
EP - 245
JO - Journal of business research
JF - Journal of business research
SN - 0148-2963
ER -