True lies and true implicit: how priming reveals the hidden truth

This paper explains how response latency and semantic priming were harnessed to create a truly implicit methodology that taps in to automatic processes.
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True lies and true implicit: how priming reveals the hidden truth

David Penn

Conquest Research

Mind over matter

In the past, market research seemed to have all the answers about brands. Indeed, the scientific apparatus of quantitative research – segmentation, clustering, modelling, etc. – seemed so sophisticated compared with its