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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