Implicit consumer preferences and their influence on product choice

Friese, Malte and Wänke, Michaela and Plessner, Henning. (2006) Implicit consumer preferences and their influence on product choice. Psychology & marketing, Vol. 23, H. 9. pp. 727-740.

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Official URL: http://edoc.unibas.ch/dok/A5250729

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Recent theories in social psychology assume that people may have two different attitudes toward an object at the same time ne that is explicit and corresponds with deliberative behavior, and one that is implicit and corresponds with spontaneous behavior. The research presented in this article tested this assumption in the consumer domain with an experimental approach. Participants whose explicit and implicit preferences regarding generic food products and well-known food brands were incongruent were more likely to choose the implicitly preferred brand over the explicitly preferred one when choices were made under time pressure. The opposite was the case when they had ample time to make their choice. On the basis of these results, the discussion stresses the importance of impulsive behavior and implicit measures for research in the area of consumer behavior. (c) 2006 Wiley Periodicals, Inc.
Faculties and Departments:07 Faculty of Psychology > Departement Psychologie > Ehemalige Einheiten Psychologie > Sozial- und Wirtschaftspsychologie (Wänke)
UniBasel Contributors:Wänke, Michaela and Friese, Malte
Item Type:Article, refereed
Article Subtype:Research Article
Publisher:John Wiley
Note:Publication type according to Uni Basel Research Database: Journal article
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Last Modified:22 Mar 2012 14:25
Deposited On:22 Mar 2012 13:46

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