A behavioral window on the mind of the market: An application of the response time paradigm

Mast, Fred W; Zaltman, Gerald (2005). A behavioral window on the mind of the market: An application of the response time paradigm. Brain research bulletin, 67(5), pp. 422-427. Elsevier 10.1016/j.brainresbull.2005.06.004

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This article focuses on the role of implicit knowledge consumers have about particular brands, products or names. The major findings ofseveral studies, conducted at the Mind of the Market Laboratory at Harvard Business School, are presented with specific emphasis on studiesin which response time measurements were the core method. The results revealed that implicit measures provide a rich understanding of themeaning conveyed by a product or brand. Moreover, there is also considerable evidence that implicit measures may be better than traditionalexplicit measures as predictors of consumer behavior. We discuss the implications for the study of consumer behavior and the importance ofcombining several methods including neuroimaging, which has received recent attention by marketers, economists and social scientists

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