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Multi-measure investigation of the divergence of implicit and explicit consumer evaluations

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dc.contributor.author Summerville, Amy en_US
dc.contributor.author Hsieh, Brendon en_US
dc.contributor.author Harrington, Nick en_US
dc.date.accessioned 2011-02-07T21:19:13Z en_US
dc.date.accessioned 2013-07-10T15:09:40Z
dc.date.available 2011-02-07T21:19:13Z en_US
dc.date.available 2013-07-10T15:09:40Z
dc.date.issued 2011-02-07 en_US
dc.identifier.citation Zeitschrift für Psychologie / Journal of Psychology (2010), 218, 28-35. en_US
dc.identifier.uri
dc.identifier.uri http://hdl.handle.net/2374.MIA/4412 en_US
dc.description.abstract 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. en_US
dc.subject consumer attitudes en_US
dc.subject implicit measures en_US
dc.subject implicit attitudes en_US
dc.subject reaction time measures en_US
dc.title Multi-measure investigation of the divergence of implicit and explicit consumer evaluations en_US
dc.type Text en_US
dc.date.published 2010 en_US
dc.type.genre Article en_US


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