%0 Journal Article
%T Is it time to call time on reaction time?
%A Alastair Goode
%J International Journal of Market Research
%@ 2515-2173
%D 2019
%R 10.1177/1470785319844342
%X With the increase in the usage of millisecond reaction time based testing this article critically evaluates the thinking behind reaction time testing, concluding that stronger definitions of what is being measured are needed and more clarity in the terminology surrounding the conscious / unconscious distinction
%K Unconscious
%K subconscious
%K implicit
%K reaction-time
%K IAT
%U https://journals.sagepub.com/doi/full/10.1177/1470785319844342