Beyond explicit measures in marketing research: Methods, theoretical models, and applications
Sign Up to like & getrecommendations! Published in 2021 at "Journal of Retailing and Consumer Services"
DOI: 10.1016/j.jretconser.2021.102545
Abstract: Abstract Whereas traditional self-report procedures and methods mainly tap into consumers explicit attitudes, the implicit cognition paradigm provide researchers and marketing practitioners with a unique tool to uncover consumer implicit attitudes, choices, decisions, and action… read more here.
Keywords: explicit measures; special issue; measures marketing; marketing research ... See more keywords