Genschow, Oliver, Demanet, Jelle, Hersche, Lea and Brass, Marcel (2017). An empirical comparison of different implicit measures to predict consumer choice. PLoS One, 12 (8). SAN FRANCISCO: PUBLIC LIBRARY SCIENCE. ISSN 1932-6203

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Abstract

While past research has found that implicit measures are good predictors of affectively driven, but not cognitively driven, behavior it has not yet been tested which implicit measures best predict behavior. By implementing a consumer context, in the present experiment, we assessed two explicit measures (i.e. self-reported habit and tastiness) and three implicit measures (i.e. manikin task, affective priming, ID-EAST) in order to test the predictive validity of affectively versus cognitively driven choices. The results indicate that irrespective of whether participants chose affectively or cognitively, both explicit measures, but not the implicit measures, predicted consumer choice very strongly. Likewise, when comparing the predictive validity among all measures, the explicit measures were the best predictors of consumer choice. Theoretical implications and limitations of the study are discussed.

Item Type: Journal Article
Creators:
CreatorsEmailORCIDORCID Put Code
Genschow, OliverUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Demanet, JelleUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Hersche, LeaUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Brass, MarcelUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
URN: urn:nbn:de:hbz:38-221446
DOI: 10.1371/journal.pone.0183937
Journal or Publication Title: PLoS One
Volume: 12
Number: 8
Date: 2017
Publisher: PUBLIC LIBRARY SCIENCE
Place of Publication: SAN FRANCISCO
ISSN: 1932-6203
Language: English
Faculty: Unspecified
Divisions: Unspecified
Subjects: no entry
Uncontrolled Keywords:
KeywordsLanguage
AFFECTIVE SIMON TASK; ASSOCIATION TEST; AUTOMATIC ACTIVATION; COGNITIVE FOCUS; SELF-CONCEPT; ATTITUDES; AVOIDANCE; EXPLICIT; PREDISPOSITIONS; PREJUDICEMultiple languages
Multidisciplinary SciencesMultiple languages
Refereed: Yes
URI: http://kups.ub.uni-koeln.de/id/eprint/22144

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