Application of the Implicit Association Test in Evaluating Emotional and Rational Banking Advertising

Abstract

The complexity of financial services and increasing competition in the banking sector create the need for more effective approaches to evaluating advertising communications. In this context, neuromarketing methods are becoming increasingly relevant, as they allow the analysis of implicit consumer reactions that cannot always be identified through traditional survey and self-report methods. This article examines the application of the Implicit Association Test (IAT) for evaluating emotional and rational banking advertising. The aim of the study was to identify differences in the formation of consumers’ implicit associations under the influence of different types of advertising stimuli related to a banking card. The practical significance of the study lies in demonstrating the potential of implicit methods for pre-testing advertising materials, improving the effectiveness of marketing communications, and providing a deeper understanding of advertising perception mechanisms in the banking sector. UDC: 336.71:339.138; JEL: M31, M37, G21