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.
|Title of host publication||Methods in Consumer Research, Volume 2|
|Subtitle of host publication||Alternative Approaches and Special Applications|
|Editors||G. Ares, P. Varela|
|Publication status||Published - 4 Jan 2018|
- Cognitive psychology
- Implicit associations
- Indirect methods