手法を比較

	Implicit Reaction-Time Brand Measures	Neuromarketing with EEG
分野	マーケティング	マーケティング
系統	Process / pipeline	Process / pipeline
提唱年	1986	2015
提唱者	Russell Fazio (affective priming); Anthony Greenwald, Brian Nosek & Mahzarin Banaji (D-score scoring)	Hilke Plassmann, Vinod Venkatraman, Scott Huettel & Carolyn Yoon; Richard Davidson (frontal asymmetry)
種類	Response-latency measurement pipeline for implicit brand associations	Neurophysiological measurement pipeline for consumer response
原典	Fazio, R. H., Sanbonmatsu, D. M., Powell, M. C., & Kardes, F. R. (1986). On the automatic activation of attitudes. Journal of Personality and Social Psychology, 50(2), 229-238.	Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer Neuroscience: Applications, Challenges, and Possible Solutions. Journal of Marketing Research, 52(4), 427-435.
別名	Implicit Brand Association Measures, Response-Latency Brand Testing, Affective Priming for Brands, Implicit Brand Attitude Measurement	Consumer Neuroscience, EEG Neuromarketing, Neuro-Ad Testing, Brain-Based Advertising Measurement
関連	3	3
概要	Implicit reaction-time brand measures use how fast people respond, rather than what they say, to gauge the associations a brand automatically triggers. The logic comes from Russell Fazio's demonstration that strong attitudes are activated automatically: when a brand acts as a prime, it speeds responses to evaluatively congruent targets and slows responses to incongruent ones, and the size of that facilitation indexes the brand's implicit evaluation. Building on this, response-latency tasks pair brands with positive or negative words, with attribute categories, or with competing brands, and read off implicit associations from millisecond differences in reaction time. Anthony Greenwald, Brian Nosek, and Mahzarin Banaji's improved scoring algorithm turns these latency differences into a standardized D-score that is comparable across people and tasks. Because the measures tap associations that operate before deliberate editing, they capture brand equity that consumers may be unwilling or unable to report. The result is a behaviorally grounded, hard-to-fake complement to survey-based brand tracking.	Neuromarketing, or consumer neuroscience, applies brain-imaging and biometric measurement to study how consumers respond to advertising, products, brands, and prices. Electroencephalography (EEG) is its most widely used tool because it records electrical activity from scalp electrodes with millisecond resolution, capturing the rapid dynamics of attention and emotion as a stimulus unfolds. From the cleaned signal, researchers derive indices such as frontal alpha asymmetry, which Richard Davidson's work links to approach versus withdrawal motivation, along with engagement ratios from beta, alpha, and theta power and event-related potentials time-locked to stimulus events. These neural measures are often combined with autonomic biometrics such as galvanic skin response and heart rate, and with fMRI in lab settings, to triangulate emotional arousal and valence. Plassmann, Venkatraman, Huettel, and Yoon's 2015 Journal of Marketing Research article set out the legitimate applications and the methodological challenges of this field. The promise is to capture moment-to-moment, non-conscious responses that consumers cannot or will not verbalize, while the discipline insists those signals be interpreted cautiously and validated against behavior.