Women already knew it long before; when you ask a man if he likes your dress, 他回答的时间有点长, 他的实际想法可能与作为回答而从嘴里说出来的完全不同. Femke van Zandvoort (NMSBA)通过采访一些应用IAT方法的主要实践者，收集了一些365滚球app下载IAT和相关问题的观点
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如果你明确地询问人们的态度, personality or other characteristics you are not necessarily going to get a true answer. This is partially because people will distort the truth to paint themselves in a better light, 部分原因是人们往往无法准确地反思自己的态度和行为. Mindlab的邓肯·史密斯(Duncan Smith)表示，自我报告的有效性也受到了影响，因为许多人完全不了解自己的特点，也不总是有意识地了解驱动他们做出决定的因素. 使用隐式度量可以忽略这些问题.
Implicit measures are a range of techniques that aim to capture people’s underlying associations, 动机, 信念和态度. 这项技术最初是在学术界发展起来的, 主要是作为一种衡量社会态度的方式, such as underlying prejudices and stereotypes that people are either not consciously aware of, 或者不愿意表达, 因为他们不想表现出偏见, Neurostrata的达伦·布里杰说.
史密斯解释说，365滚球app下载总是在分类, categorize and link concepts; black/white, 男性/女性, 热/冷. This is done very quickly, efficiently and automatically in our brains. 史密斯:“基本上, 365滚球app下载在大脑中构建了一幅世界地图，使365滚球app下载能够在不使用太多资源的情况下做出判断和决定. Implicit testing allows direct insight into this map of representations, 以及他们如何受到外界的影响.”
不同隐范式
一般来说，市场营销和广告界采用的研究方法都是基于反应时间的. 这些技术基于两个关键原则. 首先, 当365滚球app下载看到一个单词或图像, 所有与之相关的事物(无论365滚球app下载是否意识到这些关联)都会被启动. That is to say that they will come to mind more quickly and easily given the opportunity. Secondly when a person is given a task that involves them recognizing a word or image, 如果第一次向他们展示一个他们在脑海中与之365滚角球导航起来的单词或图像，他们就会更快地认出它. Bridger: “In other words if they are primed, it speeds up their recognition reaction speed. 因此，在这些任务中，反应速度成为衡量两个事物之间365滚角球导航程度的标准, 如一个字和一个品牌的标志.”
内隐测试模型有很多种，但在神经营销学语境中主要使用的是语义启动模型, 一个简短的词或图像被呈现, 和内隐联想测验(IAT). The IAT is primarily used for brand positioning, brand tracking and pre/post ad evaluation. 在一个典型的语义启动测试中, 一个视觉单词或“prime”(例如一个可能的品牌属性单词，如“fashionable”)将在几毫秒内出现在屏幕上. 在这之后', one of two randomized targets (例如 “Burberry” or “Louis Vuitton”) will follow.
Neurosense的杰玛·卡尔弗特解释说，这些测试是通过基于网络的计算机应用程序进行的，它迫使受访者对电脑屏幕上闪现的文字或图像做出极其迅速的反应. 卡尔弗特:“该方法利用了潜意识和有意识的大脑反应(丹尼尔·卡尼曼在他的畅销书《365滚角球导航》中分别称之为“系统一”和“系统二”)在不同的时间框架内发生的事实. 通过要求应答者快速反应, 通常少于一秒钟, 365滚球app下载有可能捕捉到他们储存在记忆中的不同概念和情感之间的365滚角球导航的字面强度.”
Phil Barden of Decode Marketing stresses that ”implicit” is not the same as ”unconscious”. Barden:“要点在于区分(a)被测量过程的类型(自动与受控)和(b)测量的类型(直接与间接). 在测量技术方面，自动过程和受控过程之间的区别比间接过程和直接过程之间的区别更有意义. The key is to prevent adjustments of responses through controlled (system 2) processes.”
隐式测量的历史
无意识偏见和刻板印象自19世纪以来就为人所知，但内隐记忆直到20世纪80年代才得到更详细的研究. The most popular IAT was developed in the 1990s by a team led by psychologist Anthony Greenwald.
Sarah Walker of 明略行 mentions the Implicit Association Test (Greenwald等l. (1998)是一种社会心理学测量方法，旨在检测概念之间的自动联想强度. 一个快速的回答意味着对一个主题的强烈联想. The stronger the association, the more closely the ideas are connected in memory”. 它最初是由格林沃尔德，麦吉， & Schwartz(1998)，至今仍被心理学家广泛应用，作为理解直觉反应的一种方法.
隐含度量的好处
Neurostrata的托姆·诺布尔(Thom Noble)认为，作为一种神经工具，隐性措施非常有效:“作为一名核心营销者, I would say it is the single most useful tool in the neuro-verse.”
据沃克, implicit testing allows the assessment of attitude/cognition without requiring people to introspect and deliberate over their responses; in doing so, implicit measures address some of the limitations of explicit measures. 例如, they are less susceptible to response biases such as social desirability (费舍尔,1993; Steenkamp、德容、 & 费利克斯, 2010), and can help measure responses that may be introspectively inaccessible (Wilson, 2002).
The tests have evolved over time and research can now take place on tablets or smartphones, so participants can take the test in their own time and environment of choice. 这是参与者的优势, but it also makes it an affordable and quick option for the researcher, 因为您不需要邀请组到一个中心位置.
另一个优势, 根据NEUROHM网站Rafał Ohme, is that clients are much more ready to use implicit technology than ”hard neuro” technology. Ohme: “It is a very good starting point for inviting clients to the world of neuromarketing. Sometimes clients are still quite afraid of micro volts and brain waves, or even more scary; fMRI images. Instead, implicit gives you something that is quite familiar to you. It gives wonderful opportunities to give insight in implicit subconscious, 没有沉重的脑电波.Ohme提到的另一个好处是，你可以接触到那些你永远无法邀请到一个中心位置的群体. Ohme:“例如, top private banking executives will never visit you for a focus group, 因为它花了太多的时间. 内隐反应时间, 他们只需要坐在电脑或智能手机前, 给你五分钟他们的时间.”
隐式度量的局限性
有, 然而, 测试也有一些限制, 除了一些一般的市场研究局限性. One limitation, as Smith explains, is that the outputs are not 100% accurate on an individual basis. A high implicit score does not mean that a person will definitely behave one way or another, 但有研究表明，内隐分数可以用来更好地预测投票行为等事情, 而不是单独使用明确的问题.”
根据Calvert的说法，一个限制是隐式度量方法只捕获您选择包含的属性的响应, 而不是, 例如, fMRI测量整个大脑的活动. In other words; implicit measures will give you answers to the questions you think are important. 因此，研究结果可能具有误导性.
Ohme believes the most important thing about reaction times is to control the noise. Ohme:“例如, 你必须控制表达式的长度, 因为当使用更长的表达时, 回答这个问题要花更长的时间. 例如这个表达:“理解我的需求”, 比表达“有趣”需要更长的处理时间.“还有很多个体差异. Some people are fast and some people slower to respond in general. These issues can be solved by including a calibration phase in the test. You can then compare reaction ”units” of one person with ”units” of someone else. Walker supports the opinion that “because of these differences in reading and comprehension times, 这种方法的有效性仅限于单个单词, 与许多供应商的主张相反. Meaning, there are limitations on the types of associations that can be measured in this way.”
和, 最后, although implicit measures provide valuable insights that were invisible before, 它不能取代现有的方法. 正如Ohme所说:“它只是提供了第二层. 第一层是显性的，第二层是隐性的. I would like to think of implicit as the sound that was introduced in Hollywood movies. 以前，无声电影. 现在，你有了有声电影.”
应用程序
根据布里杰, 隐式测量方法在一些传统上难以研究的领域特别有用, 包括测试早期创造概念的能力，以唤起期望的感觉和联想, 多感官刺激(如声音、音乐), and 经验 areas such as simulations of website experiences.
The use of implicit measures is surely no longer limited to applications in marketing departments. As Ohme explains: “It creates completely new opportunities for us, 神经营销学家, 因为到目前为止，365滚球app下载99%的客户都是营销人员. With reaction times you can open doors for HR and sales departments, 就像这个一样，你可以, 例如, 衡量员工的满意度.”
Noble goes further to say they have commercialized and extended it into recruitment, 成本优化程序, premiumization, 服务设计, 多感官, 经验, 政治, 政府谈判策略/仲裁, 试镜, 铸造, 电视和电影脚本和试点项目, 游戏和票房预测, 在别人.
世界上有很多公司提供隐式测试, 例如Decode Marketing, NEUROHM, Neurosense, Neurostrata, Mindlab, 明略行, 以及感知决策科学等等.
迄今为止规模最大的内隐式研究是由NMSBA(神经抗吸烟项目)进行的. 这项研究对24个国家的4996名受访者(重度和轻度吸烟者)进行了测试，他们在某个国家达到法定购买香烟的年龄后的头三年里. 一项神经心理学内隐关联测试进行了它的观众，以揭示新的有价值的见解，对现有的讨论香烟警告. 研究发现，图片健康警告信息比单纯的文字信息更有效，而且针对对自己和他人的伤害的交流比只针对吸烟者健康的警告更有效.. 365滚球app下载这项研究的更多信息可以在NMSBA网站上找到.
未来
“365滚球app下载正处于神经营销学研究的突破性阶段”, 估计Ohme, “where we stop being fascinated with the possibilities of the equipment, and we and are more fascinated with the insights and expertise we receive from neuro tools.“如果你比较一下365滚球app下载在阿姆斯特丹的神经营销世界论坛上和在圣保罗的神经表现, 纽约和巴塞罗那, you see a growing number of presentations focusing on the insights and on how to help your clients, 而不是你用的电极类型, 说Ohme. “所以在下一届论坛上，我希望365滚球app下载能为客户提供更多的解决方案，而不是提出更多的问题. Those are for the academia; business wants solutions,” he concludes.
建议的文献:
德·豪威尔和摩尔，2010年
法齐奥等., 1986
费舍尔,1993
Greenwald等. 1998
格林沃尔德,McGhee & Schwartz, 1998; Gregg, 2008 Perkins, A.正手,米.格林沃尔德,.公司D.， 2008 Kahneman, 2011
车道,Banaji Nosek, & Greenwald, 2007年Ranganath等人., 2008
Steenkamp、德容、 & 鲍姆加特纳，2010，威尔逊，2002
参与者:
Phil Barden is Managing Director of decode marketing and author of ‘Decoded. 《365滚球app下载为什么要买》(威利，2013年)
Darren Bridger is the author of the forthcoming ‘Decoding the Irrational Consumer’ (Kogan Page, 2015年8月)
杰玛·卡尔弗特教授 创始人 of Neurosense 集团
Thom Noble is 创始人 and CEO of NeuroStrata, global, independent mind-science consultancy.
Rafal Ohme是 创始人 的Neurohm
Duncan Smith是Mindlab的总经理
Sarah Walker is Global Neuroscience Practice Director at 明略行
This article (textual and pictorial content) is subject to copyright. 仅供教学用途. 更多信息:神经营销学 & 商业协会.