Implicit and explicit consumer animosity: Pitfalls and possibilities

Kelli Hewison; Steven D'Alessandro; AssPro Donaghue Ngaire

Implicit and explicit consumer animosity: Pitfalls and possibilities

Kelli Hewison, Steven D'Alessandro, AssPro Donaghue Ngaire

Research output: Book chapter/Published conference paper › Conference paper › peer-review

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Abstract

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 language	English
Title of host publication	ANZMEC
Editors	Sara Denize Daniela Spanjaard, Neeru Sharma Neeru Sharma
Place of Publication	Australia
Publisher	Promaco Conventions
Pages	1-6
Number of pages	6
ISBN (Electronic)	1863081445
Publication status	Published - 2008
Event	Australian New Zealand Marketing Educators' Conference - Sydney, Australia Duration: 01 Dec 2008 → 03 Dec 2008

Conference

Conference	Australian New Zealand Marketing Educators' Conference
Country/Territory	Australia
Period	01/12/08 → 03/12/08

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Hewison Ward Bain & Donaghue S8 S2 P2.pdfAccepted author manuscript, 41.7 KB

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title = "Implicit and explicit consumer animosity: Pitfalls and possibilities",

abstract = "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.",

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AU - Ngaire, AssPro Donaghue

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AB - 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.

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PB - Promaco Conventions

CY - Australia

Y2 - 1 December 2008 through 3 December 2008

ER -

Implicit and explicit consumer animosity: Pitfalls and possibilities

Abstract

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