NEW RESEARCH
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Crowdsourcing research using implicit methods?
Check out our recent publication in the Journal of Advertising in which we examine cross-sectional Implicit Association Test data in light of past implicit measures research to identify a series of best practices for conducting IAT research on crowdsourced panels. |
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Curious about how the consumer's self-concept is at the center of their associative universe?
Andrew Perkins' and I dig in this topic in our chapter "Implicit Egocentrism" in Americus Reed II and Mark Forehand's Handbook of Research on Identity Theory in Marketing. The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.
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Assistant Professor | Western University