Buying behaviour : Uncovering consumer attitudes

Zweitveröffentlichung der Verlagsversion am 11.03.2021

Extending methods for assessing consumer attitudes by taking multi-dimensional implicit associations into accounts.
Objectives:
To extend the existing Implicit Association Test (IAT) into multiple dimensions, thus allowing a more detailed assessment of implicit consumer attitudes to commercial products and brands.
To use the Identification Machine of Unique Design Elements (IM-UDE) tool to objectively measure the distinctive visual characteristics of commercial brands.