Do implicit associations always influence purchase choice?
Let’s be fair, of course not. Often they do, sometimes they don’t. Fortunately, science has already uncovered when.
Here’s the rule of thumb: products that are bought rather mindlessly are greatly influenced by implicit associations, whereas rational purchases are guided more by deliberate thinking.
Before we start, we always determine whether implicit measures make sense for a particular brand to dive into. If it doesn’t, we’re honest as a child.