|Title||Measuring implicit associations in food-related consumer research|
|Author(s)||Kraus, Alexandra A.; Piqueras-Fiszman, Betina|
|Source||In: Methods in Consumer Research, Volume 2 / Ares, G., Varela, P., Elsevier - ISBN 9780081017449 - p. 203 - 230.|
Marketing and Consumer Behaviour
|Publication type||Peer reviewed book chapter|
|Keyword(s)||Cognitive psychology - Consumers - Evaluations - Implicit associations - Indirect methods - Motivations|
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.