Implicit Response Time
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Implicit Networks
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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
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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
THANK YOU FOR YOUR ATTENTION