A novel tool to measure cognitions & individuals decision-making process
About AYB tool:
Online experiments pose a viable alternative to classic laboratory experiments and provides new opportunities to acquire large samples that canbe more than outweigh the noise inherent to non-laboratory settings (Brown et al. 2014). Ask your Brain (AYB) is an online platform to uncover multiple facets of implicit cognitions and individuals decision making processes. The platform provides a convenient and effective access for researchers interested in analyzing mental contents and processes in a comprehensive manner. The software can be used both with desktop and mobile devices and can be easily and quickly adapted by the researcher. The tool allows:
- Intuitive test setup: requires no programming skills and is done within minutes.
- Backend for researchers is implemented in WordPress and has a user-friendly graphical interface.
- Feedback score: Based on reaction times, a score is created. After finishing the test, participants can receive a live feedback on unconscious cognition processes.
- Process measures: alongside reaction times, coordinates and time stamps can be captured, allowing for even more detailed process analysis.
- Playful test design: fresh colors, avatars and a performance based game score (see Figure 1). Tests can be also set up in a clinical black-and-white settings.
Overview of Measurement Tools
Above and beyond the trend of gamification in the field of education, AYB showcases the potential for Gamification in social science research. The software can be used both with desktop and mobile devices and can be easily and quickly adapted by the researcher. To compensate for random noise inherent in online measurements, the tool was redesigned to attract a large number of voluntary users. It contains various gamification elements as well as measures of real-time feedback to respondents, making it a highly attractive marketing research. Below are measurement tools:
- Implicit Attention
Emotional Stroop Task
Posner Cueing Task
- Implicit Association
Implicit association test (IAT)
- Action Tendencies
Approach Avoidance Task (AAT)
- Discrete Choice Experiment (DCE)
Point of Sale
One of the implicit cognition tools and the one we have developed rely on one fundamental principle, being that individuals are faster to perform tasks that are congruent to their intuition and world view. Tasks that are incongruent to their intuition and world view take a bit longer, since cognitive resources have to be activated when there are no existing memory traces at hand that support a neural activation (Greenwald & Banaji, 1995). This causes a short inhibition, which might be too subtle for human perception, but which can be unveiled with the help of computer-based technology sensitive enough to capture reactions in milliseconds.
To login and useful links:
Tutorial/Datenauswertung für AYB
Teichert, T., Graf, A., Rezaei, S., Wörfel, P., & Duh, H. (2019). Measures of Implicit Cognition for Marketing Research. Marketing ZFP, 41(3), 48–76
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