An empirical comparison of different implicit measures to predict consumer choice

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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.

Original languageEnglish
Article numbere0183937
JournalPLoS ONE
Issue number8
Publication statusPublished - 25.08.2017
Externally publishedYes

Bibliographical note

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.