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Abstract:
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This research extends findings that implicit and explicit attitudes may diverge to a
consumer evaluation task using multiple measures of implicit evaluation: Evaluative
Movement Assessment (EMA; Brendl, Markman, & Messner, 2005), and Evaluative
Priming (Fazio,Jackson, Dunton, & Williams,1995). These measures were significantly
associated with each other for both positive and negative implicit attitudes. Neither
measure predicted explicit liking of the product or explicit intention to purchase the
product. We believe this to be the first such demonstrated divergence in a naturalistic,
unconditioned consumer evaluation context. Implicit activation of the product’s
emotional benefit (e.g., “relaxation”), as assessed in a lexical decision task (LDT) was
not associated with the EMA or evaluative priming, but was significantly associated with
both explicit emotional state (e.g., relaxation) and explicit purchase intention; the latter
effect was not mediated by explicit emotion. |
