Buying behaviour : Uncovering consumer attitudes

Faculty/Professorship: General Psychology and Methodology  
Author(s): Carbon, Claus-Christian  
Title of the Journal: International innovation
ISSN: 2054-6262
Year of publication: 2014
Pages: 30-31
Language(s): English
Zweitveröffentlichung der Verlagsversion am 11.03.2021
Licence: Creative Commons - CC BY - Attribution 4.0 International 
Extending methods for assessing consumer attitudes by taking multi-dimensional implicit associations into accounts.
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.
Keywords: consumer, buying behaviour
Type: Article
Release Date: 11. March 2021
Project: Open-Access-Publikationsfonds 2012-2020

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