Measuring implicit associations in food-related consumer research

Alexandra A. Kraus*, Betina Piqueras-Fiszman

*Corresponding author for this work

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

3 Citations (Scopus)


This chapter provides an overview of the theories explaining the mechanisms behind automatic behavior, focusing in particular on implicit associations with food items. We explain the implicit association test (IAT), which is the most widely used procedure to capture "internal" associations. We describe its advantages and limitations in consumer research as well as the developments made throughout past years. We then describe the most recent applications of IATs in the food domain and end with a case study, conclusions, and recommendations for future research.

Original languageEnglish
Title of host publicationMethods in Consumer Research, Volume 2
Subtitle of host publicationAlternative Approaches and Special Applications
EditorsG. Ares, P. Varela
ISBN (Electronic)9780081017432
ISBN (Print)9780081017449
Publication statusPublished - 4 Jan 2018


  • Cognitive psychology
  • Consumers
  • Evaluations
  • Implicit associations
  • Indirect methods
  • Motivations


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