Predictive validity of the implicit association test in studies of brands, consumer attitudes, and behavior
David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Ezio Di Nucci
Jack Alan Reynolds
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Journal of Consumer Psychology 14:405-415 (2004)
Three studies investigated implicit brand attitudes and their relation to explicit attitudes, prod- uct usage, and product differentiation. Implicit attitudes were measured using the Implicit As- sociation Test (IAT; Greenwald, McGhee, & Schwartz, 1998). Study 1 showed expected differ- ences in implicit attitudes between users of two leading yogurt brands, also revealing significant correlations between IAT-measured implicit attitudes and explicit attitudes. In Study 2, users of two fast food restaurants (McDonald’s and Milk Bar) showed implicit attitudi- nal preference for their favorite restaurant. In Study 3, implicit attitudes of users of two soft drinks (Coca-Cola and Pepsi) predicted brand preference, product usage, and brand recognition in a blind taste test. A meta-analytic combination of the three studies showed that the use of IAT measures increased the prediction of behavior relative to explicit attitude measures alone.
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Bertram Gawronski, Wilhelm Hofmann & Christopher J. Wilbur (2006). Are "Implicit" Attitudes Unconscious? Consciousness and Cognition 15 (3):485-499.
Brian A. Nosek, Carlee Beth Hawkins & Rebecca S. Frazier (2011). Implicit Social Cognition: From Measures to Mechanisms. Trends in Cognitive Sciences 15 (4):152-159.
Rebecca S. Frazier Brian A. Nosek, Carlee Beth Hawkins (2011). Implicit Social Cognition: From Measures to Mechanisms. Trends in Cognitive Sciences 15 (4):152.
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