Measuring implicit associations in food-related consumer research

Alexandra A. Kraus; Betina Piqueras-Fiszman

doi:10.1016/B978-0-08-101743-2.00009-1

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 proceeding › Chapter › Academic › peer-review

4 Citations (Scopus)

Abstract

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 language	English
Title of host publication	Methods in Consumer Research, Volume 2
Subtitle of host publication	Alternative Approaches and Special Applications
Editors	G. Ares, P. Varela
Publisher	Elsevier
Chapter	9
Pages	203-230
ISBN (Electronic)	9780081017432
ISBN (Print)	9780081017449
DOIs	https://doi.org/10.1016/B978-0-08-101743-2.00009-1
Publication status	Published - 4 Jan 2018

Keywords

Cognitive psychology
Consumers
Evaluations
Implicit associations
Indirect methods
Motivations

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10.1016/B978-0-08-101743-2.00009-1

Cite this

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AU - Kraus, Alexandra A.

AU - Piqueras-Fiszman, Betina

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N2 - 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.

AB - 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.

KW - Cognitive psychology

KW - Consumers

KW - Evaluations

KW - Implicit associations

KW - Indirect methods

KW - Motivations

U2 - 10.1016/B978-0-08-101743-2.00009-1

DO - 10.1016/B978-0-08-101743-2.00009-1

M3 - Chapter

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SN - 9780081017449

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BT - Methods in Consumer Research, Volume 2

A2 - Ares, G.

A2 - Varela, P.

PB - Elsevier

ER -

Measuring implicit associations in food-related consumer research

Abstract

Keywords

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