TEORETYCZNE I PRAKTYCZNE ASPEKTY BADANIA UTAJONYCH POSTAW KONSUMENTÓW WOBEC MAREK
THEORETICAL AND PRACTIAL RESEARCH ASSPECTS OF IMPLICIT ATTIDUDES OF CONSUMERS TOWARDS BRANDS

Summary/Abstract: Consumer attitudes towards brands may occur in the absence of conscious deliberation. The main goal of the paper is to outline the theoretical origins of the measurement of those non-conscious attitudes, as well as the fundamental assumptions of the Implicit Association Test (IAT). Author presents also the research procedure of empirical study on implicit attitudes towards manufacturer brands as well as private labels.

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