Implicit Measures of Consumer Cognition: A Review

Cognition is always remained as a very fascinating and interesting topic in the field of research. It is not only the topic of psychology, but also a very appealing topic in the field of consumer behaviour. From the point of view of recent methodological advances from the cognitive and social psychology field, researchers have shown strong interest in addressing the non-conscious or sub-conscious nature of consumer information processing, attitude formation, and behavioral response or in other words the total aspect of perception, learning, motivation and personality. The related use of implicit measures in the study of a variety of marketing effects has offered a vivid insight into consumer perception of and response to, marketing stimuli which now-a-days is very intense and penetrating. This paper highlights conceptual fundamental issues and empirical findings on the Optic of implicit consumer cognition and examines the incremental value that implicit measures may bring to the field. The review suggests that while the use of implicit measures in consumer research is still in its early days, but it has showed significant promise as a methodological tool. The findings of this paper has given a practical view to the marketing researchers that how cognition has become an immensely important topic in recent times s that today every nuke and corner of society try to think very scientifically and systematically. The recent development and use of a variety of measures designed to judge the individuals' implicit social cognitions has naturally spilled over into the consumer psychology field. Yet with every novel methodological development, questions arise about the proper understanding of the conceptual issues underlying the new measures and implications regarding their practical application. These concerns are all the more relevant to. the marketing area, which has only