To analyse brand equity, researchers use a combination of implicit and explicit tests.

Many purchases are said to be based on nonconscious, gut-reactions. In other words, consumers find it difficult to fully account for their buying behaviour, especially why they choose one brand over another. Implicit response tests, through the IAT or affective priming, is a technique that has its origins in Fazio, Sanbonmatsu, Powell, and Kardes (1986) and has been used to understand the formation and expression of preferences (e.g., Steinman & Karpinski, 2009; Friese, Wänke, & Plessner, 2006). Although it is one of the least expensive techniques in the neuromarketing range of techniques, it can provide more information as to WHY people choose the products they buy at a detailed level.

Implicit tests measure consumers’ subconscious associations with a brand. These are associations such as emotional responses and automatic thoughts. Implicit reaction tests provide valuable insights into how consumers truly feel about a brand. These insights go beyond what respondents may express in a survey or focus group.

Explicit tests, on the other hand, measure consumers’ conscious attitudes towards a brand. These are attitudes such as their perceptions of the brand’s quality, reliability, and value. Explicit tests provide valuable insights into how consumers rationally think. They may rationally weigh the pros and cons of a brand when making purchasing decisions.