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

Research output: Chapter in Book/Report/Conference proceedings › Chapter › peer-review

4 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 language	English
Title of host publication	Lecture Notes in Information Systems and Organisation
Publisher	Springer
Pages	167-173
Number of pages	7
DOIs	https://doi.org/10.1007/978-3-319-67431-5_19
Publication status	Published - 2017
Event	Gmunden Retreat on NeuroIS 2017 - Gmunden, Austria, Austria Duration: 12 Jun 2017 → 14 Jun 2017 http://www.neurois.org

Publication series

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

Conference

Conference	Gmunden Retreat on NeuroIS 2017
Country/Territory	Austria
City	Gmunden, Austria
Period	12.06.2017 → 14.06.2017
Internet address	http://www.neurois.org

Keywords

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

Access to Document

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

Cite this

@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, vol. 25, Springer, pp. 167-173, Gmunden Retreat on NeuroIS 2017, Gmunden, Austria, Austria, 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

Publication series

Conference

Keywords

Access to Document

Other files and links

Fingerprint

Cite this