IAT Measurement Method to Evaluate Emotional Aspects of Brand Perception—A Pilot Study

Harald Kindermann () and Melanie Schreiner ()
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Harald Kindermann: University of Applied Sciences Upper Austria, Digital Business
Melanie Schreiner: University of Applied Sciences Upper Austria, Digital Business

A chapter in Information Systems and Neuroscience, 2018, pp 167-173 from Springer

Abstract: Abstract The emotional perception of brands, explicit as well as implicit, is of interest to any brand manager. An implicit association test (IAT) could have the potential to detect unconscious attitudes and therefore evaluates intangible brand values. In a pilot study, we conducted an IAT online survey to test this implicit method to measure the emotional perception of established brand concepts. Analysis of emotional valence showed that the results compared to explicit brand evaluation with a simple question are roughly the same.

Keywords: Implicit association test (IAT); Measurement method; Emotional response; Brand perception; Implicit brand attitude; Brand management (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-319-67431-5_19

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DOI: 10.1007/978-3-319-67431-5_19

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