Explicita och implicita attityder till varumärken : en studie om huruvida medvetna och omedvetna attityder samt beteende hos en individ samvarierar

Sammanfattning: Consumers are often exposed to brands and their persuasive message. The marketers want the consumers to create attitudes toward their brands. Mostly they take the explicit attitudes into consideration, and neglect the implicit ones. The purpose of this study was to find out if there was a relation between the explicit and the implicit attitudes toward different types of brands and if these could predict behaviour. The participants in the experiment were 60 students at the University of Lund. The data were collected through a questionnaire dealing with explicit attitudes toward brands and actual behaviour. There was also a computerised test (IAT) measuring their implicit attitudes toward brands. The result showed a significant positive correlation between explicit and implicit attitudes (r =. 462, p<. 001) and also between these two attitudes and behaviour. Thus, the participants had a preference for strong brands, both explicit and implicit and these attitudes both predicted consumer behaviour. Keywords: explicit attitudes, implicit attitudes, brands, consumer behaviour, need for cognition.