This article discusses the reasons why the study of consumer preferences requires indirect measures. Particularly, the research is focused on the use of the Implicit Association Test (IAT). The main aim of the present research is to verify the usefulness of the IAT in situation of ambivalent attitudes, such as in the food domain. On the basis of the relationship between interest/motivations and visual attention, the first study explores the effect of implicit associations on consumers’ visual behaviour on food labels. Moreover, the predictive and incremental validities of the IAT over traditional self-report measures on subjects’ intention to buy were tested in the specific field of food purchases, where attitudes can be ambivalent. Finally, the role of preference for intuition or deliberation in the decision-making process as a moderator of the relationship between the IAT score and the intention to buy was assessed. The second and the third studies aim to verify the same moderation pattern in real behavioural choices between tasty/healthy foods and between different food brands. Overall, the results (1) show the effect of implicit (and not explicit) associations on the way in which consumers read the information on food packaging; (2) demonstrate that the IAT enhances the understanding of consumer preference, intention to buy, and choices among different products, especially in domains where attitudes could be ambivalent; and (3) support the moderating role of the decision-making style. Overall, the research supports the employment of the IAT in consumer research.

IAT, consumer behaviour and the moderating role of decision-making style: An empirical study on food products, 2017-09-21.

IAT, consumer behaviour and the moderating role of decision-making style: An empirical study on food products

Russo, Vincenzo
Membro del Collaboration Group
;
Songa, Giulia
Methodology
2017-09-21

Abstract

This article discusses the reasons why the study of consumer preferences requires indirect measures. Particularly, the research is focused on the use of the Implicit Association Test (IAT). The main aim of the present research is to verify the usefulness of the IAT in situation of ambivalent attitudes, such as in the food domain. On the basis of the relationship between interest/motivations and visual attention, the first study explores the effect of implicit associations on consumers’ visual behaviour on food labels. Moreover, the predictive and incremental validities of the IAT over traditional self-report measures on subjects’ intention to buy were tested in the specific field of food purchases, where attitudes can be ambivalent. Finally, the role of preference for intuition or deliberation in the decision-making process as a moderator of the relationship between the IAT score and the intention to buy was assessed. The second and the third studies aim to verify the same moderation pattern in real behavioural choices between tasty/healthy foods and between different food brands. Overall, the results (1) show the effect of implicit (and not explicit) associations on the way in which consumers read the information on food packaging; (2) demonstrate that the IAT enhances the understanding of consumer preference, intention to buy, and choices among different products, especially in domains where attitudes could be ambivalent; and (3) support the moderating role of the decision-making style. Overall, the research supports the employment of the IAT in consumer research.
Inglese
21-set-2017
14-set-2017
https://www.sciencedirect.com/science/article/pii/S0950329317302008?via%3Dihub
Elsevier Science
64
205
220
16
United Kingdom
internazionale
esperti anonimi
con ISI Impact Factor
A stampa
Settore M-PSI/06 - Psicologia del Lavoro e delle Organizzazioni
2
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10808/23843
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