[edited from support email]
I'm trying to demonstrate some of the potential uses of reaction time to the measure of consumers' associations of brands and products with affective stimuli. That's my reason for purchasing DirectRT. Although I've read quite a bit of published literature regarding priming, lexical decision tasks, and the IAT with regard to consumer research, I don't have access to background information. For instance, I haven't a clue how to determine adequate exposure time for pictorial or verbal primes before showing a target. I've scoured the Internet for information about word norms, and I'm overwhelmed. So, I'm asking whether you could point me to relatively concise guidance for conducting relatively basic reaction time research (such as simple priming) or even more complicated experiments such as the IAT. Any help you could provide will be much appreciated!