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To date, to the best of the authors’ knowledge, the use of implicit measures in the service research domain is limited. This paper aims to introduce implicit measures and explain why, or for what purpose, they are worthwhile to consider; how these measures can be used; and when and where implicit measures merit the service researcher’s consideration.

To gain an understanding of how implicit measures could benefit service research, three promising implicit measures are discussed, namely, the implicit association test, the affect misattribution procedure and the propositional evaluation paradigm. More specifically, this paper delves into how implicit measures can support service research, focusing on three focal service topics, namely, technology, affective processes including customer experience and service employees.

This paper demonstrates how implicit measures can investigate paramount service-related subjects. Additionally, it provides essential methodological “need-to-knows” for assessing others’ work with implicit measures and/or for starting your own use of them.

This paper introduces when and why to consider integrating implicit measures in service research, along with a roadmap on how to get started.

This study aims to explore how an entrepreneur's implicit need for achievement and risk reception contribute to internationalization performance.

This study involves 176 Indonesian entrepreneurs. The authors use the Operant Motive Test to assess the entrepreneur's implicit needs and apply hierarchical Tobit regression to assess the interplay between implicit need for achievement, risk perception and internationalization.

The authors show that an entrepreneur's basic needs and risk perception play an essential role in SME internationalization. More specifically, the authors reveal a positive association between the entrepreneur's need for achievement and small and medium enterprises (SME) internationalization. They also show a U-shaped relationship for the moderation effect of risk perception on this relationship. That is, for a high need for achievement-motivated entrepreneur, the level of internationalization is at the highest when risk perception is either very low or very high.

In this study, the authors argue that analyses at the entrepreneur's individual level are indispensable to better understand firm internationalization. The authors argue that the role of psycho-cognitive characteristics of individuals (such as motivational dispositions) received too little attention, compared to factors at the firm or environmental level. This study examines such personality aspects and finds that implicit need for achievement and risk perception impact SME internationalization.

This paper aims to discuss the potential of neuroscientific tools in the service research domain.

This paper integrates a personal viewpoint and an exemplar study to highlight the merits and obstacles of integrating neuro-tools in service experiments.

Service researchers can benefit from integrating neuro-tools in their toolbox; nevertheless, it does bring along a set of difficulties that need to be dealt with.

Several calls have been made to infuse service research with new methodologies such as neuroscientific tools. Yet, research effectively doing this remains scarce. This paper uses a real example study to illustrate the potential and obstacles related to adopting neuroscientific tools in service research.

Past research suggests that small details during a service may have a big impact on the service experience. Drawing from this literature, this study aims to test the impact of offering dark chocolate during a service on service performance outcomes.

Three scenario-based studies and one field study tested the hypotheses. The scenario-based experiments varied in both service context (e.g. restaurant and mobile phone store) and service quality.

Eating dark chocolate positively impacts service performance outcomes. This effect is fully mediated through mood. However, this effect disappears in negative valenced service encounters.

This paper makes a unique contribution, by testing whether changing a small detail at the start of a service improves mood and, in turn, customers’ outcomes in different service quality contexts.

The idea that a significant portion of what consumers do, feel, and think is driven by automatic (or “implicit”) cognitive processes has sparked a wave of interest in the development of assessment tools that (attempt to) capture cognitive processes under automaticity conditions (also known as “implicit measures”). However, as more and more implicit measures are developed, it is becoming increasingly difficult for consumer scientists and marketing professionals to select the most appropriate tool for a specific research question. We therefore present a systematic overview of the criteria that can be used to evaluate and compare different implicit measures, including their structural characteristics, the extent to which (and the way in which) they qualify as “implicit,” as well as more practical considerations such as ease of implementation and the user experience of the respondents. As an example, we apply these criteria to four implicit measures that are (or have the potential to become) popular in marketing research (i.e., the implicit association test, the evaluative priming task, the affect misattribution procedure, and the propositional evaluation paradigm).