Reaching for the (Product) Stars: Measuring Recognition and Approach Speed to Get Insights Into Consumer Choice

Abstract

In three studies, an easy-to-apply response time task that differentiates between recognition and approach speed was applied. The results indicate that individuals recognized and approached positive stimuli faster than negative stimuli (Pilot Study). But, when the choice options differed less in valence, approach movement time was a better predictor of consumer choice and willingness to pay than recognition time (Study 1) and a better predictor of consumer choice than self-reports when the choice was made with an affective compared to a cognitive focus (Study 2). Moreover, approach movement time, but not recognition time correlated with other implicit measures.

ACKNOWLEDGMENTS

The research reported in this article was supported by a grant from the German Research Foundation to the second author (FL 365/3-1), and a grant from the decode Marketingberatung GmbH to the first and second author.

Notes

Note. High values indicate a favorable response toward coffee compared to tea. IAT = Implicit Association Test.

*p < .05. **p < .01. ***p < .001.

Note. High values indicate a favorable response toward coffee compared to tea. IAT = Implicit Association Test.

*p < .05.

Note. High values indicate a favorable response toward coffee compared to tea. IAT = Implicit Association Test.

†p < .07. *p < .05. **p < .01.

Note. Small approach movement scores represent a fast movement toward the target object. IAT = Implicit Association Test; WTP = Willingness to Pay.

†p < .10. *p ≤ .05, two-tailed.

*p < .05, one-tailed.