Report title: software application and data analysis of implicit association test

Time: 10:00-11:30 am, November 16 (Wednesday)

Venue: # Tencent Conference: 871-261-706

Reporter: Shang Ziqi, associate professor of Hainan University

Introduction to the keynote speaker:

Shang Ziqi, Ph.D., associate professor of the School of Management of Hainan University, master's supervisor. Graduates from Renmin University of China Business School with master's degree and doctoral degree jointly trained by the University of Michigan Ross Business School; Mainly engaged in research on consumer psychology and behavior, including the impact of time factors on consumer psychology and behavior, charity marketing, sensory marketing, and green marketing. In recent years, he has presided over the Youth Program of the National Natural Science Foundation of China and the general program of the China Postdoctoral Science Foundation; At present, he has published many academic papers in Nankai Management Review, Management Review, Journal of Marketing Science and other journals, and won the Excellent Paper Award at the 2019 China Marketing Science Annual Conference (JMS).

Introduction to the report:

Implicit Association Test is an indirect measurement method to evaluate the automatic connection strength of individuals to two concepts based on reaction time. It has been widely used in the research of psychology and consumer behavior in recent years. This report will briefly introduce the software application and data analysis methods related to the implicit association test.

(Undertaken by: Marketing Department, Scientific Research and Academic Exchange Center)