Implicit measures have become very popular in virtually all areas of psychology. Theory and evidence suggest that implicit measures outperform explicit measures in the prediction of spontaneous, unintentional behavior, whereas explicit measures outperform implicit measures in the prediction of deliberate, intentional behavior. These asymmetries raise the question of whether implicit measures can contribute anything to research on consumer decision-making, which falls into the category of intentional behavior. The current talk presents evidence that implicit measures make a unique contribution to the prediction of future choices of undecided individuals by predicting biases in the processing of decision-relevant information.

What Can Implicit Measures Tell Us about Decision-Making?

Silvia Galdi;
2012

Abstract

Implicit measures have become very popular in virtually all areas of psychology. Theory and evidence suggest that implicit measures outperform explicit measures in the prediction of spontaneous, unintentional behavior, whereas explicit measures outperform implicit measures in the prediction of deliberate, intentional behavior. These asymmetries raise the question of whether implicit measures can contribute anything to research on consumer decision-making, which falls into the category of intentional behavior. The current talk presents evidence that implicit measures make a unique contribution to the prediction of future choices of undecided individuals by predicting biases in the processing of decision-relevant information.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11591/398864
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