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

Part of the Lecture Notes in Information Systems and Organisation book series (LNISO,volume 25)

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

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Correspondence to Harald Kindermann .

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Kindermann, H., Schreiner, M. (2018). IAT Measurement Method to Evaluate Emotional Aspects of Brand Perception—A Pilot Study. In: Davis, F., Riedl, R., vom Brocke, J., Léger, PM., Randolph, A. (eds) Information Systems and Neuroscience. Lecture Notes in Information Systems and Organisation, vol 25. Springer, Cham. https://doi.org/10.1007/978-3-319-67431-5_19

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