ИЗМЕРВАНЕ НА НАГЛАСИТЕ В МАРКЕТИНГОВИТЕ ПРОУЧВАНИЯ
MEASUREMENT OF ATTITUDES IN MARKETING RESEARCH

Author(s): Atanas Luizov
Subject(s): Economy
Published by: Бургаски свободен университет
Keywords: attitude; explicit and implicit measures; IAT; marketing research
Summary/Abstract: This article highlights conceptual issues and some empirical findings on the topic of attitudes and their measurement in marketing research. The author suggests that implicit nature of attitudes and context of consumer decision making shows significant promise of employing the implicit measure of attitudes as a methodological tool.

• Details
• Contents