TY - JOUR

T1 - An empirical comparison of different implicit measures to predict consumer choice

AU - Genschow, Oliver

AU - Demanet, Jelle

AU - Hersche, Lea

AU - Brass, Marcel

N1 - Publisher Copyright: © 2017 Genschow et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

PY - 2017/8/25

Y1 - 2017/8/25

N2 - While past research has found that implicit measures are good predictors of affectively driven, but not cognitively driven, behavior it has not yet been tested which implicit measures best predict behavior. By implementing a consumer context, in the present experiment, we assessed two explicit measures (i.e. self-reported habit and tastiness) and three implicit measures (i.e. manikin task, affective priming, ID-EAST) in order to test the predictive validity of affectively versus cognitively driven choices. The results indicate that irrespective of whether participants chose affectively or cognitively, both explicit measures, but not the implicit measures, predicted consumer choice very strongly. Likewise, when comparing the predictive validity among all measures, the explicit measures were the best predictors of consumer choice. Theoretical implications and limitations of the study are discussed.

AB - While past research has found that implicit measures are good predictors of affectively driven, but not cognitively driven, behavior it has not yet been tested which implicit measures best predict behavior. By implementing a consumer context, in the present experiment, we assessed two explicit measures (i.e. self-reported habit and tastiness) and three implicit measures (i.e. manikin task, affective priming, ID-EAST) in order to test the predictive validity of affectively versus cognitively driven choices. The results indicate that irrespective of whether participants chose affectively or cognitively, both explicit measures, but not the implicit measures, predicted consumer choice very strongly. Likewise, when comparing the predictive validity among all measures, the explicit measures were the best predictors of consumer choice. Theoretical implications and limitations of the study are discussed.

KW - Business psychology

UR - http://www.scopus.com/inward/record.url?scp=85029180192&partnerID=8YFLogxK

U2 - 10.1371/journal.pone.0183937

DO - 10.1371/journal.pone.0183937

M3 - Journal articles

C2 - 28841700

AN - SCOPUS:85029180192

VL - 12

JO - PLoS ONE

JF - PLoS ONE

SN - 1932-6203

IS - 8

M1 - e0183937

ER -