Introducing Purpose Perception: Porter Novelli's Implicit Association Study
February 18, 2021 at 04:00 AM EST
SOURCE: Porter NovelliDESCRIPTION:
Purpose is more than a marketing tactic; it’s much more than a term thrown around at conferences. It is something that is so deeply embedded into our experience with and perception of a brand that it becomes a feeling. We can’t see it and sometimes we can’t even articulate it, but we know it’s there. Purpose is complex and deep, and it’s more emotional than it is rational. And, at the heart of Purpose is the complex truth that consumers overwhelmingly gravitate toward it.
How do we know this?
We’re pleased to announce the launch of Purpose Perception: Porter Novelli’s 2021 Implicit Association Study. The study harnesses the power of social psychology and a research methodology called Implicit Association Testing (IAT) to uncover our automatic, intuitive perceptions of brands. This research adds another layer to the business case for Purpose — and the importance of strong storytelling to complement successful business strategies.
Key findings include:
Visit our Findings page to download the full study.
KEYWORDS: #Purpose, Porter Novelli, Purpose Perception, Implicit Association Study