IAT measurement method to evaluate emotional aspects of brand perception—a pilot study

Harald Kindermann; Melanie Schreiner

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

IAT measurement method to evaluate emotional aspects of brand perception—a pilot study

Harald Kindermann, Melanie Schreiner

Publikation: Beitrag in Buch/Bericht/Tagungsband › Kapitel › Begutachtung

4 Zitate (Scopus)

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.

Originalsprache	Englisch
Titel	Lecture Notes in Information Systems and Organisation
Herausgeber (Verlag)	Springer
Seiten	167-173
Seitenumfang	7
DOIs	https://doi.org/10.1007/978-3-319-67431-5_19
Publikationsstatus	Veröffentlicht - 2017
Veranstaltung	Gmunden Retreat on NeuroIS 2017 - Gmunden, Austria, Österreich Dauer: 12 Juni 2017 → 14 Juni 2017 http://www.neurois.org

Publikationsreihe

Name	Lecture Notes in Information Systems and Organisation
Band	25
ISSN (Print)	2195-4968
ISSN (elektronisch)	2195-4976

Konferenz

Konferenz	Gmunden Retreat on NeuroIS 2017
Land/Gebiet	Österreich
Ort	Gmunden, Austria
Zeitraum	12.06.2017 → 14.06.2017
Internetadresse	http://www.neurois.org

Zugriff auf Dokument

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

Andere Dateien und Links

Link zur Publikation in Scopus

Zitieren

@inbook{30f28b4fe1ba4af3aaac93d4c4002853,

title = "IAT measurement method to evaluate emotional aspects of brand perception—a pilot study",

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 = "Brand management, Brand perception, Emotional response, Implicit association test (IAT), Implicit brand attitude, Measurement method",

author = "Harald Kindermann and Melanie Schreiner",

note = "Publisher Copyright: {\textcopyright} 2018, Springer International Publishing AG.; Gmunden Retreat on NeuroIS 2017 ; Conference date: 12-06-2017 Through 14-06-2017",

year = "2017",

doi = "10.1007/978-3-319-67431-5_19",

language = "English",

series = "Lecture Notes in Information Systems and Organisation",

publisher = "Springer",

pages = "167--173",

booktitle = "Lecture Notes in Information Systems and Organisation",

address = "Germany",

url = "http://www.neurois.org",

}

Kindermann, H & Schreiner, M 2017, IAT measurement method to evaluate emotional aspects of brand perception—a pilot study. in Lecture Notes in Information Systems and Organisation. Lecture Notes in Information Systems and Organisation, Bd. 25, Springer, S. 167-173, Gmunden Retreat on NeuroIS 2017, Gmunden, Austria, Österreich, 12.06.2017. https://doi.org/10.1007/978-3-319-67431-5_19

TY - CHAP

T1 - IAT measurement method to evaluate emotional aspects of brand perception—a pilot study

AU - Kindermann, Harald

AU - Schreiner, Melanie

PY - 2017

Y1 - 2017

N2 - 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.

AB - 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.

KW - Brand management

KW - Brand perception

KW - Emotional response

KW - Implicit association test (IAT)

KW - Implicit brand attitude

KW - Measurement method

UR - http://www.scopus.com/inward/record.url?scp=85035762045&partnerID=8YFLogxK

U2 - 10.1007/978-3-319-67431-5_19

DO - 10.1007/978-3-319-67431-5_19

M3 - Chapter

T3 - Lecture Notes in Information Systems and Organisation

SP - 167

EP - 173

BT - Lecture Notes in Information Systems and Organisation

PB - Springer

T2 - Gmunden Retreat on NeuroIS 2017

Y2 - 12 June 2017 through 14 June 2017

ER -

IAT measurement method to evaluate emotional aspects of brand perception—a pilot study

Abstract

Publikationsreihe

Konferenz

Zugriff auf Dokument

Andere Dateien und Links

Fingerprint

Zitieren