Predictive validity of the implicit association test in studies of brands, consumer attitudes, and behavior
Predictive validity of the implicit association test in studies of brands, consumer attitudes, and behavior
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DOI：
10.1207/s15327663jcp1404_9
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发表时间：
2004-01-01
影响因子：
4.8
通讯作者：
Bruin, RH
中科院分区：
文献类型：
--
作者：
Maison, D;Greenwald, AG;Bruin, RH
Three studies investigated implicit brand attitudes and their relation to explicit attitudes, product usage, and product differentiation. Implicit attitudes were measured using the Implicit Association Test (IAT; Greenwald, McGhee, & Schwartz, 1998). Study 1 showed expected differences 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 attitudinal 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.
