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dc.contributor.authorSummerville, Amyen_US
dc.contributor.authorHsieh, Brendonen_US
dc.contributor.authorHarrington, Nicken_US
dc.date.accessioned2011-02-07T21:19:13Zen_US
dc.date.accessioned2013-07-10T15:09:40Z
dc.date.available2011-02-07T21:19:13Zen_US
dc.date.available2013-07-10T15:09:40Z
dc.date.issued2011-02-07en_US
dc.identifier.citationZeitschrift für Psychologie / Journal of Psychology (2010), 218, 28-35.en_US
dc.identifier.uri
dc.identifier.urihttp://hdl.handle.net/2374.MIA/4412en_US
dc.description.abstractThis 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.subjectconsumer attitudesen_US
dc.subjectimplicit measuresen_US
dc.subjectimplicit attitudesen_US
dc.subjectreaction time measuresen_US
dc.titleMulti-measure investigation of the divergence of implicit and explicit consumer evaluationsen_US
dc.typeTexten_US
dc.date.published2010en_US
dc.type.genreArticleen_US


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