The DOI matches its Crossref record; 49 of the 49 references it cites were found in a registry or an index.
Predictive Validity of the Implicit Association Test in Studies of Brands, Consumer Attitudes, and Behavior
Abstract
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 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.
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Cites
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Cited by
Understanding and using the Implicit Association Test: III. Meta-analysis of predictive validity.
Greenwald, A. G., Poehlman, T. A., Uhlmann, E. L., & Banaji, M. R. (2009) · Journal of Personality and Social Psychology · doi:10.1037/a0015575 · Cited by 3,257
Self-citationThe Single Category Implicit Association Test as a measure of implicit social cognition.
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Implicit social cognition: from measures to mechanisms
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What Do Implicit Measures Tell Us?: Scrutinizing the Validity of Three Common Assumptions
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Metadata
- Authors
- Maison, D., Greenwald, A. G., & Bruin, R. H.
- Venue
- Journal of Consumer Psychology
- Publisher
- Wiley
- Published
- 2004-01
- Volume
- 14
- Issue
- 4
- Pages
- 405-415
- ISSN
- 1057-7408 (ISSN-L)
- 1532-7663
- OpenAlex
- W2041468403
- Cited by
- 375
- References
- 49
- FWCI
- 35.78
- Type
- journal article
- Language
- en
- Open access
- closed
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