Using implicit methods to develop an objective measure of media brand engagement
Gemma Calvert
Nanyang Technological University
Eamon Fulcher and Geraldine Fulcher
University of the West of England
Pauline Foster
Neurosense Limited
Helen Rose
BE Viacom International
Introduction
Recent research on consumer behaviour suggests that the majority of choices made by consumers are based on minimal conscious thought; instead, such decisions involve environmentally activated attitudes that occur unconsciously (Dimofte 2010). In addition, philosophers have questioned whether it is possible to have a deep insight into our own thoughts and feelings, especially our attitudes (Ryle 1949). Indeed, psychological research...