Advanced search
1 file | 807.04 KB

An empirical comparison of different implicit measures to predict consumer choice

(2017) PLOS ONE. 12(8).
Author
Organization
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.
Keywords
AFFECTIVE SIMON TASK, ASSOCIATION TEST, SOCIAL COGNITION, AUTOMATIC ACTIVATION, ATTITUDE MEASURES, SELF-CONCEPT, BEHAVIOR, AVOIDANCE, EXPLICIT, VALIDITY

Downloads

  • genschow implicit.pdf
    • full text
    • |
    • open access
    • |
    • PDF
    • |
    • 807.04 KB

Citation

Please use this url to cite or link to this publication:

Chicago
Genschow, Oliver, Jelle Demanet, Lea Hersche, and Marcel Brass. 2017. “An Empirical Comparison of Different Implicit Measures to Predict Consumer Choice.” Plos One 12 (8).
APA
Genschow, O., Demanet, J., Hersche, L., & Brass, M. (2017). An empirical comparison of different implicit measures to predict consumer choice. PLOS ONE, 12(8).
Vancouver
1.
Genschow O, Demanet J, Hersche L, Brass M. An empirical comparison of different implicit measures to predict consumer choice. PLOS ONE. 2017;12(8).
MLA
Genschow, Oliver et al. “An Empirical Comparison of Different Implicit Measures to Predict Consumer Choice.” PLOS ONE 12.8 (2017): n. pag. Print.
@article{8547857,
  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.},
  articleno    = {e0183937},
  author       = {Genschow, Oliver and Demanet, Jelle and Hersche, Lea and Brass, Marcel},
  issn         = {1932-6203},
  journal      = {PLOS ONE},
  language     = {eng},
  number       = {8},
  title        = {An empirical comparison of different implicit measures to predict consumer choice},
  url          = {http://dx.doi.org/10.1371/journal.pone.0183937},
  volume       = {12},
  year         = {2017},
}

Altmetric
View in Altmetric
Web of Science
Times cited: