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This paper explains how response latency and semantic priming were harnessed to create a truly implicit methodology that taps in to automatic processes. Much of the truth (about brands, advertising and products) lies submerged, in our implicit mind. Direct questioning cannot elicit this truth, because we cannot express attitudes that we don't know we possess. To penetrate the implicit mind, we need approaches that reflect its fast, automatic nature. For eBay, the approach described here revealed a strong (and hidden) negative bias among non-users and showed that these beliefs could be successfully challenged by new ATL advertising.
