Buyer Brain, together with Frontier Economics assessed implicit attitudes to using traditional banks and compared them to what people associate with Big Tech firms such as Google, Apple, Facebook and Amazon (GAFA). To do this, we looked at attitudes towards ‘trust’ and ‘ease’, and compared the implicit results to what people said when we asked them directly in a survey. Spoiler alert: the unconscious tells a very different story.
https://www.frontier-economics.com/uk/en/news-and-articles/articles/article-i6877-don-t-laugh-but-banks-really-should-care-about-your-feelings/
