Implicit association

This question type allows you to measure the implicit preference for stimuli (e.g. concepts, images, logos, brands). Once you have inserted the question into the appropriate textbox, you can define the corresponding answer options (here: stimuli). These can be brands, for example. The defined stimuli in an implicit association question can be rated by survey participants. For example, after a participant has rated the first stimulus using the Like/Dislike buttons, the second stimulus will be presented to him/her for rating.

In order to include an image in a text box under the Stimuli, the RTE window has to be activated (see image below). Using the Upload Manager icon in this window, you can select the desired image from the appropriate Images directory. Click here for more information on the RTE window.

If you have checked the Show like/dislike buttons setting, you can enter the desired descriptions for both the Like button and the Dislike button in the fields below.

While filling out the corresponding survey, a survey participant will be presented with the descriptions specified here when rating a stimulus (e.g. brand).

When the participant has rated all stimuli of the implicit association question, the message The test has been completed will be displayed by default. The text of this message cannot be edited in the tool. He/she can then proceed with the other questions from the survey.

Note: Before circulating a survey, it must have been activated.

After the participants have completed the survey, you can view the results in the online report. To do this, you can click the red circled icon in the created basic report, see under Analyze. Click here for a description on how to create a basic report.

After having clicked the corresponding implicit association question in the online report, a chart appears on the left (see below) indicating per stimulus (e.g. brand) the number of participants who have rated the specific stimulus as positive (Like) or as negative (Dislike).

From the above chart, you can deduce, for example, that the

  • stimulus Sunrise is rated positively by 2 participants and negatively by 2 participants.
  • stimulus Swisscom is rated positively by 4 participants and negatively by 0 participants.
  • stimulus Budget Mobile is rated positively by 3 participants and negatively by 1 participant, etc.

When downloading the raw data with question text and answer option labels, a column indicates for each stimulus (e.g. brand) how it has been rated by the corresponding participant. The first participant in the example above, for instance, has rated the Sunrise brand (column F) as positive (like). This also applies to the Swisscom brand (column H).

If you have checked the Measure reaction time per stimulus setting, you can specify the description of the start button in the adjacent text box. This is the button the participant must click to start the implicit association question when filling out the survey.

In short succession, all stimuli (e.g. brands) of the implicit association question are then presented to the corresponding participant. After rating a stimulus, the participant can press one of the two keys (Like or Dislike) that you have specified, in order to display the next stimulus for rating to him/her. In the Hint text, you can indicate the keys to be pressed by the participant to proceed to the rating of the next stimulus from the list.

In order to setup these keys, the Show like/dislike buttons setting must NOT be checked. You can then select the desired keys for both the Like key and the Dislike key in the fields below. These keys on the keyboard must be used by a survey participant when rating a stimulus during the completion of a survey.

The factor Time plays an important role, because upon rating the stimuli in this instance, the reaction time will be measured and recorded in the Excel file. During the analysis you can then observe at a single glance how long (expressed in milliseconds) it has taken a participant to rate a stimulus.

When downloading the raw data with question text and answer option labels, a file is generated. In this file, a column indicates for each stimulus (e.g. brand) how it has been rated by the corresponding participant. For instance, the first participant in the above example experiences the Sunrise brand (column F) as negative (dislike). For the third participant, this stimulus rather evokes positive (like) associations. The reaction time in milliseconds can be found in the column to its right (stimulus Time; column G). This implies, for example, that the first participant has needed about 6 seconds to rate the Sunrise brand.

Updated on December 31, 2021

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