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
Jack Alan Reynolds
Learn more about PhilPapers
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)|
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.
Citations of this work BETA
Rebecca S. Frazier Brian A. Nosek, Carlee Beth Hawkins (2011). Implicit Social Cognition: From Measures to Mechanisms. Trends in Cognitive Sciences 15 (4):152.
Similar books and articles
Anthony Greenwald, Automatic Preference for White Americans: Eliminating the Familiarity Explanation.
Anthony Greenwald, A Unified Theory of Implicit Attitudes, Stereotypes, Self-Esteem, and Self-Concept.
Eric Luis Uhlmann, Understanding and Using the Implicit Association Test: III. Meta-Analysis of Predictive Validity.
Michael Billig (1988). Rhetorical and Historical Aspects of Attitudes: The Case of the British Monarchy. Philosophical Psychology 1 (1):83 – 103.
Anthony Greenwald, The Implicit Association Test's D Measure Can Minimize a Cognitive Skill Confound: Comment on McFarland and Crouch (2002).
Added to index2009-01-28
Total downloads56 ( #26,537 of 1,096,620 )
Recent downloads (6 months)1 ( #265,701 of 1,096,620 )
How can I increase my downloads?