IAT Measurement Method to Evaluate Emotional Aspects of Brand Perception – a Pilot Study
H. Kindermann, M. Schreiner - IAT Measurement Method to Evaluate Emotional Aspects of Brand Perception – a Pilot Study - Proceedings of the Gmunden Retreat on NeuroIS 2017, Gmunden, Austria, Austria, 2017
The emotional perception of brands, explicit as well as implicit, is of
interest to any brand manager. An implicit association test (IAT) could have the
potential to detect unconscious attitudes and therefore evaluates intangible
brand values. In a pilot study, we conducted an IAT online survey to test this
implicit method to measure the emotional perception of established brand concepts.
Analysis of emotional valence showed that the results compared to explicit
brand evaluation with a simple question are roughly the same.