Research indicators that are intended to capture nonconscious or non-stated perceptions and reactions, for the purpose of understanding emotions and associations, particularly toward brands or in response to marketing stimuli, such as advertising. Implicit measures are obtained instead of, or in tandem with direct questioning, as a means of avoiding receiving answers that are biased by desire for social acceptability, enhanced self-perception, pleasing the interviewer and other factors. In this regard, implicit measures are often thought of as reflecting a “truer” response, because they have not been filtered by conscious influences. The most common approaches are “Implicit Response Testing” and the “IAT/Implicit Association Test.”