Implicit Response Time

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Implicit Networks

2

BELGIUM

Greatgift

Fresh

Treat

Delicious

CravingNEED

TOBUY!

RoyalFamily

Our brain holds intricate networks of associations as the foundation for images, feelings and intentions.

Implicit Reaction Time - -IRT™ measures how closely attributes are aligned.

The faster we respond, the stronger, more EMPHATIC or the more CONVICTION we have for the associations.

Reaction Times Have Been a Focus of Academic Research Since the ‘90s

3

Initiated by the study of racial prejudice and other sensitive issues

Before Implicit Association Test (IAT), traditional paper & pencil questionnaires had hard time proving the existence of racism

IAT measures huge effects

ANTHONYGREENWALD,Washington University The IAT as a measure of implicit consumer attitudes [in:] R. Ohme (Ed) Implicit Processes in Cognition (2001)

MAHZARINBANAJI, Harvard UniversityTwo factors moderate the relationship between implicit and explicit attitudes [in:] R. Ohme (Ed) The nature of automaticity (2002)

IRT is a unique neuro technique

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Implicit response time measures impact whereas most other techniques measure engagement

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likeability

Brand Recognition

SYSTEM 2 (CONSCIOUS)

SYSTEM 1 (UNCONSCIOUS)

Facial coding

Biometrics

EEG

Image Attributes% agrees

IMPACTENGAGEMENT

IMPLICIT response time

So what did we do ?

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Methodology

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DUTCH:

n=375

FRENCH:

n=3752 CELLS

AntwerpEast FlandersWest FlandersLimburgFlemish Brabant

HainautLiège

NamurBrussels 19

Walloon BrabantLuxembourg

Respondent is exposed to a random selection of 4

politicians

4 politicians per language / per respondent

For each politician ALL ATTRIBUTES are evaluated10 Attributes

Politicians evaluated

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10 attributes

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RECHTTOE, RECHTAAN / DROIT AU BUT

GRAPPIG / AMUSANT

ENERGIEK / ÉNERGIQUE

MOEDIG / AUDACIEUX

VERSTANDIG / RAISONNABLE BETROUWBAAR / FIABLE

SYMPATHIEK / SYMPATHIQUE

ZELFVERZEKERD /SÛR DE SOI HARTELIJK / CHALEUREUX

DUIDELIJK / CLAIR

IMPLICIT INDEX=

A standardized, transformed continuous measure of RT that ranges from -1000 to +1000. Higher results indicates faster responses while lower results indicate slower responses. Measures unconscious associations and perceptions

Implicit Association Response score

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The average range for the implicit index is -225 to +254; values within this range are considered average, while those above it are considered fast and those below it are considered slow.

IMP

LIC

IT [

RT

IND

EX

+500

+254

0

-225

-500

Fast

Average

Slow

What do we think about our politicians ?

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Our selected politicians do not seem funny, but somewhat confident andwise.

12

0

20

40

60

80

FUNNY

SYMPATHETIC

AFFECTIONATE

RELIABLE

STRAIGHTFORWARD

CLEAR

WISE

CONFIDENT

ENERGETIC

DARING

Base: Total sampleQuestion: For each statement, please indicate whether you agree or disagree that the statement describes <POLITICIAN>, responding as quickly as you can. ABCD: 95% significance level

The Flemish politicians look more confident and appear more wise.

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0

20

40

60

80

FUNNY

SYMPATHETIC

AFFECTIONATE

RELIABLE

STRAIGHTFORWARD

CLEAR

WISE

CONFIDENT

ENERGETIC

DARING

VL

WAL

Base: Total sampleQuestion: For each statement, please indicate whether you agree or disagree that the statement describes <POLITICIAN>, responding as quickly as you can. ABCD: 95% significance level

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33% 43% 44% 41% 36% 18% 15% 23% 18% 31% 11%0

10

20

30

40

50

60

70

80

90

100

FUNNY (GRAPPIG/AMUSANT)

15

Base: Total sampleQuestion: For each statement, please indicate whether you agree or disagree that the statement describes <POLITICIAN>, responding as quickly as you can.ABCD: 95% significance level

Elio Di Rupo – NL

Elio Di Rupo – FR

Bart De Wever

MaggieDe Block

Kris Peeters

Johan Vande

Lanotte

Wouter Van Besien

Joelle Milquet

Didier Reynders

Jean-Michel Javaux

Olivier Maingain

(n=243) (A) (n=242) (B) (n=244) (C) (n=247) (D) (n=241) (E) (n=239) (F) (n=233) (G) (n=239) (H) (n=231) (I) (n=235) (J) (n=230) (K)

% Top 2

EXP

LIC

IT Y

ES (

T2B

) [%

]

FGHIK AFGHIJK AFGHIJK FGHIJK FGHIK K GK K FGIK

FUNNY (GRAPPIG/AMUSANT)

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Base: Total sampleQuestion: For each statement, please indicate whether you agree or disagree that the statement describes <POLITICIAN>, responding as quickly as you can.ABCD: 95% significance level

Elio Di Rupo – NL

Elio Di Rupo – FR

Bart De Wever

MaggieDe Block

Kris Peeters

Johan Vande

Lanotte

Wouter Van Besien

Joelle Milquet

Didier Reynders

Jean-Michel Javaux

Olivier Maingain

(n=243) (A) (n=242) (B) (n=244) (C) (n=247) (D) (n=241) (E) (n=239) (F) (n=233) (G) (n=239) (H) (n=231) (I) (n=235) (J) (n=230) (K)

33% 43% 44% 41% 36% 18% 15% 23% 18% 31% 11%0

10

20

30

40

50

60

70

80

90

100

% Top 2

EXP

LIC

IT Y

ES (

T2B

) [%

]

IMP

LICIT

[RT IN

DEX

]

-463

-252

75

187

61

-22 -32

-114

240

41

-500

-400

-300

-200

-100

0

100

200

300

400

500

Implicit index AverageFast Slow

FGHIK AFGHIJK AFGHIJK FGHIJK FGHIK K GK K FGIK

WISE?

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68% 46% 77% 83% 75% 71% 56% 38% 36% 40% 19%0

10

20

30

40

50

60

70

80

90

100

WISE (VERSTANDIG/RAISONNABLE)

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Base: Total sampleQuestion: For each statement, please indicate whether you agree or disagree that the statement describes <POLITICIAN>, responding as quickly as you can.ABCD: 95% significance level

Elio Di Rupo – NL

Elio Di Rupo – FR

Bart De Wever

MaggieDe Block

Kris Peeters

Johan Vande

Lanotte

Wouter Van Besien

Joelle Milquet

Didier Reynders

Jean-Michel Javaux

Olivier Maingain

(n=243) (A) (n=242) (B) (n=244) (C) (n=247) (D) (n=241) (E) (n=239) (F) (n=233) (G) (n=239) (H) (n=231) (I) (n=235) (J) (n=230) (K)

% Top 2

EXP

LIC

IT Y

ES (

T2B

) [%

]

BGHIJK IK ABGHIJK ABEFGHIJK BGHIJK BGHIJK K K KBHIJK

WISE (VERSTANDIG/RAISONNABLE)

19

Base: Total sampleQuestion: For each statement, please indicate whether you agree or disagree that the statement describes <POLITICIAN>, responding as quickly as you can.ABCD: 95% significance level

Elio Di Rupo – NL

Elio Di Rupo – FR

Bart De Wever

MaggieDe Block

Kris Peeters

Johan Vande

Lanotte

Wouter Van Besien

Joelle Milquet

Didier Reynders

Jean-Michel Javaux

Olivier Maingain

(n=243) (A) (n=242) (B) (n=244) (C) (n=247) (D) (n=241) (E) (n=239) (F) (n=233) (G) (n=239) (H) (n=231) (I) (n=235) (J) (n=230) (K)

68% 46% 77% 83% 75% 71% 56% 38% 36% 40% 19%0

10

20

30

40

50

60

70

80

90

100

% Top 2

EXP

LIC

IT Y

ES (

T2B

) [%

]

IMP

LICIT

[RT IN

DEX

]

28

-145

261

136

261

109

292

-171

-268

7

-151

-500

-400

-300

-200

-100

0

100

200

300

400

500

Implicit index AverageFast Slow

BGHIJK IK ABGHIJK ABEFGHIJK BGHIJK BGHIJK K K KBHIJK

Looking at some popular politicians

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FOCUS ON KRIS PEETERS

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• Kris Peeters is implicitly associated with more traits than any other politician evaluated.

• ‘Owns’: energetic, sympathetic, affectionate and wise

• But not straightforward

Kris Peeters

FOCUS ON MAGGIE DE BLOCK

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• Maggie De Block has high scores on almost all attributes.• She is emphatically perceived as sympathetic, affectionate

and daring.• 70% or more explicitly agrees she is confident, wise,

straightforward and clear but the average reaction times suggest hesitation, lip service.

Maggie De Block

FOCUS ON DIDIER REYNDERS

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• Not a pretty picture…

Didier Reynders

FOCUS ON BART DE WEVER

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• Bart De Wever scores high on a lot of attributes he is most seen as daring and wise.

• Flemish people pay lip service agreeing he is straightforward.

• Not at all seen as sympathetic or affectionate, and not funny.

Bart De Wever

What were the individual results ?

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Elections 2014: Preference votes

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In summary

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Implicit response time

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PASSIVE NEURO

SCALEABLE

EASY TO INTEGRATE

AFFORDABLE

MEASURES IMPACT

Applications of implicit

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BRAND AND IMAGE STUDIES

REPUTATION STUDIES

REBRANDING STUDIES

PACKAGING TESTSCOMMUNICATIONS RESEARCH

CONCEPT TEST

01 02 03

060504

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