A Study On The Effect Of Consumer 's Implicit Attitude On Consumer Behavior

In the field of consumer behavior research, how to predict the consumer buying behavior is always a difficult problem to researchers. Around this problem, scholars have conducted a lot of research, trying to find out the relationship between attitude and purchase behavior. But in the study of the past, scholars are mostly using explicit attitude to predict consumer behavior. Explicit attitude and implicit attitude is a set of relative concepts, implicit attitude is the individual cannot be introspective attitude, also is a kind of assumes that the individual is its attitude to recognize, but don’t realize this kind of attitude can still influence the purchasing behavior. At present, through the implicit attitude to predict consumer behavior research is less. This study from the perspective of implicit attitude, discuss the attitude the existence of implicit attitude in the field of consumer buying behavior, and the implicit attitude is to be used to predict behavior.This study consists of two parts, the first part on the computer, and the second part let the participants fill out about explicit attitude questionnaire. Studying a foreign mobile phones and domestic as the attitude object, means to measure the subjects through the experiment of implicit attitude and explicit attitude, to explore in consumer behavior, the relationship between explicit attitude and implicit attitude, whether the two attitudes can predict the consumer buying behavior.In the field of consumer behavior research, how to predict the consumer buying behavior has been the researchers study the experimental results show that:(1) in the field of consumer behavior research, the existence of implicit attitude. And I AT, as a kind of measuring method of implicit social cognition, is can be applied to research in the field of consumer behavior.(2) the relationship between the explicit, implicit attitude is separated. Is the subjects of the explicit attitude and implicit attitude showing a different attitude. In this study, the consumer’s explicit attitude and implicit attitude there is a big difference. Therefore, in the field of consumer behavior, we can be flexible measuring method using the implicit association test, to attitude measurement of product.(3) in the field of consumer behavior research, relative to the explicit attitude of implicit attitude, can be more effective to predict consumer buying behavior.