Predictive validity of the implicit association test in studies of brands, consumer attitudes, and behavior
Graduate studies at Western
Journal of Consumer Psychology 14:405-415 (2004)
|Abstract||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)|
|Through your library||Configure|
Similar books and articles
Anthony Greenwald, Automatic Preference for White Americans: Eliminating the Familiarity Explanation.
Anthony Greenwald, The Implicit Association Test's D Measure Can Minimize a Cognitive Skill Confound: Comment on McFarland and Crouch (2002).
Michael Billig (1988). Rhetorical and Historical Aspects of Attitudes: The Case of the British Monarchy. Philosophical Psychology 1 (1):83 – 103.
Eric Luis Uhlmann, Understanding and Using the Implicit Association Test: III. Meta-Analysis of Predictive Validity.
Anthony Greenwald, A Unified Theory of Implicit Attitudes, Stereotypes, Self-Esteem, and Self-Concept.
Added to index2009-01-28
Total downloads55 ( #21,964 of 739,304 )
Recent downloads (6 months)2 ( #37,029 of 739,304 )
How can I increase my downloads?