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

Harald Kindermann, Melanie Schreiner

Research output: Chapter in Book/Report/Conference proceedingsChapterpeer-review

2 Citations (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.

Original languageEnglish
Title of host publicationLecture Notes in Information Systems and Organisation
PublisherSpringer Heidelberg
Pages167-173
Number of pages7
DOIs
Publication statusPublished - 2017
EventGmunden Retreat on NeuroIS 2017 - Gmunden, Austria, Austria
Duration: 12 Jun 201714 Jun 2017
http://www.neurois.org

Publication series

NameLecture Notes in Information Systems and Organisation
Volume25
ISSN (Print)2195-4968
ISSN (Electronic)2195-4976

Conference

ConferenceGmunden Retreat on NeuroIS 2017
CountryAustria
CityGmunden, Austria
Period12.06.201714.06.2017
Internet address

Keywords

  • Brand management
  • Brand perception
  • Emotional response
  • Implicit association test (IAT)
  • Implicit brand attitude
  • Measurement method

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