ИСТИНА

The present study aims to develop a new method of joint explicit and implicit consumer perceptions measurement. The paper explores an approach to studying consumer perceptions on implicit and explicit levels. Experimental research was conducted in December 2018. Reaction times on a fast-response task are proposed as indicators of implicit consumer perceptions and attitudes. Ten product concept descriptions were created for the experiment. Preliminary results support that the fast-response task can be used to study consumer perceptions. The test taps into consumers’ reactions that could be associated with implicit perceptions.