Abstract
Neuromarketing research ethos is to increase reliability and validity of market research by applying high technologies and objective measures and at the same time maintaining the highest ethical standards. It is achieved by increasing the robustness of obtained results in order to anticipate consumers’ behavior more effectively than using solely traditional questioning methods. To deliver the highest quality results, neuromarketing utilizes tools enabling us to handle situations when reliability and validity of traditional methods could be questioned, e.g., when respondents don’t want to criticize, they try to be politically correct, they simply do not know the answer or they just do not want to provide the true answer due to their own reasons. Handling such situations became possible thanks to understanding that declarative opinions do not determine behavior with 100 % accuracy and that most decisions derive from unconscious processes (How Customers Think: Essential Insights into the Mind of the Markets. Harvard Business School Press, Boston, 2003). Russell Fazio has been studying the impact of attitudes on human behavior and proposed a model in which this attitude can be explained by two factors: (1) explicit declared opinion (measured, e.g., with surveys) and (2) implicit accessibility, thus the strength of the attitude (measured with reaction time needed to provide an answer, that reflects respondents’ confidence). Fazio has shown that correlations between attitudes and behavior are much higher among people with fast reaction time (high CERTAINTY) when expressing their opinions, which means highly accessible attitudes have a stronger influence on consumer behavior. Applying these theories in neuromarketing enhanced the accuracy of predictions in comparison to the results based solely on declarations. We believe that such a work ethos, based on a two-factor model of attitudes, will become the most popular model in survey research. This will have a positive impact not only on the neuromarketing field, but also on surveys in general.
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Notes
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Countries participating in the NAS Project: Argentina, Australia, Brazil, Chile, Colombia, Ecuador, Finland, France, Germany, Guatemala, India, Japan, Republic of Korea, the Netherlands, Panama, Poland, Romania, The Republic of South Africa, Switzerland (DE + FR), Taiwan, Turkey, UAE, the UK, and the USA.
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Matukin, M., Ohme, R. (2017). Implicit Measures of Attitudes in Market Research. In: Thomas, A., Pop, N., Iorga, A., Ducu, C. (eds) Ethics and Neuromarketing. Springer, Cham. https://doi.org/10.1007/978-3-319-45609-6_7
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