IPT stands for Implicit Priming Task and is a method used to measure unconscious associations between stimuli (e.g. products or brands) and concepts (e.g. emotions or values). Participants are given a task in which they have to react quickly and automatically to certain stimuli, while their reaction time is measured at the same time.

In neuromarketing, IPT can be used to measure the implicit attitudes and associations of consumers towards products, brands or advertising. By measuring the reaction time, companies can find out what associations (positive or negative) consumers have with certain products or brands.

IPT can also help to measure the effectiveness of advertising or marketing messages by showing which emotions or values are automatically activated in consumers. This information can be used to optimise advertising campaigns and marketing strategies and make them more effective.