Implicit and explicit consumer animosity: Pitfalls and possibilities

Kelli Hewison, Steven D'Alessandro, AssPro Donaghue Ngaire

Research output: Book chapter/Published conference paperConference paperpeer-review

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The measurement of implicit attitudes offers additional insights into consumerbehaviour as response biases can be limited and attitudes that consumers may notwant to admit, or may occur at a more unconscious level, can be assessed. This paperproposes the use of implicit attitude methodology to study consumer animosity andhow the use of an implicit attitude methodology, in particular the Go/No-GoAssociation Task (GNAT), can be used to predict low involvement purchases andprovide additional predictive power of actual behaviour of consumers.
Original languageEnglish
Title of host publicationANZMEC
EditorsSara Denize Daniela Spanjaard, Neeru Sharma Neeru Sharma
Place of PublicationAustralia
PublisherPromaco Conventions
Number of pages6
ISBN (Electronic)1863081445
Publication statusPublished - 2008
EventAustralian New Zealand Marketing Educators' Conference - Sydney, Australia
Duration: 01 Dec 200803 Dec 2008


ConferenceAustralian New Zealand Marketing Educators' Conference

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