Predictive validity of the implicit association test in studies of brands, consumer attitudes, and behavior

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.
Keywords No keywords specified (fix it)
Categories (categorize this paper)
 Save to my reading list
Follow the author(s)
My bibliography
Export citation
Find it on Scholar
Edit this record
Mark as duplicate
Revision history Request removal from index
Download options
PhilPapers Archive

Upload a copy of this paper     Check publisher's policy on self-archival     Papers currently archived: 15,904
External links
Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library
References found in this work BETA

No references found.

Add more references

Citations of this work BETA

Add more citations

Similar books and articles

Monthly downloads

Added to index


Total downloads

79 ( #38,230 of 1,725,417 )

Recent downloads (6 months)

3 ( #211,008 of 1,725,417 )

How can I increase my downloads?

My notes
Sign in to use this feature

Start a new thread
There  are no threads in this forum
Nothing in this forum yet.