Predictive Validity Of The Implicit Attitude In Study Of Consumer Behavior

A much of consumer behavior researchers have reported such a poor relationship between attitude and behavior. Several recent studies have shown that implicit attitudes contributing to this discrepancy. There are some evidence suggests that contextual cues , such as the type of program an ad appears in, can have a significant impact on consumer behavior by directly affecting one' s attitudes at an implicit level.Although different definitions of implicit attitudes have been proposed, for the present purpose implicit attitude object, which, in contrast to explicit attitudes, are not necessarily subject to introspection. In other words, individuals may not be aware of their implicit attitudes. At present, there is relatively little research on the prediction of consumer behavior by implicit attitudes. Our hypothesis is that implicit attitude are useful to predict consumer behavior.There were two experiments in this study. In the first experiment, we explored the correlation between implicit and explicit attitude, and review the effects of attitude to predict consumer behavior. In the second experiment, we continued to investigate the effect in the effect in the first experiment by introducing the type of products variable. And both of the experiment procedures were displayed on the computer in a standardized form.The experiment result showed: (1) The correlation between explicit and implicit attitude are closely related to the attribute of the attitude object. The stronger correlations between implicit and explicit when the attitude object is durable goods. (2) The implicit attitude are useful to predict consumer behavior. (3)the type of products can affect the correlation between implicit and explicit and the effect of attitude to predict consumer behavior.