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IAT Measurement Method to Evaluate Emotional Aspects of Brand Perception—A Pilot Study

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Information Systems and Neuroscience

Part of the book series: Lecture Notes in Information Systems and Organisation ((LNISO,volume 25))

Abstract

The emotional perception of brands, explicit as well as implicit, is of interest to any brand manager. An implicit association test (IAT) could have the potential to detect unconscious attitudes and therefore evaluates intangible brand values. In a pilot study, we conducted an IAT online survey to test this implicit method to measure the emotional perception of established brand concepts. Analysis of emotional valence showed that the results compared to explicit brand evaluation with a simple question are roughly the same.

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Author information

Authors and Affiliations

  1. University of Applied Sciences Upper Austria, Digital Business, Wels, Austria

    Harald Kindermann & Melanie Schreiner

Authors
  1. Harald Kindermann
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  2. Melanie Schreiner
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Corresponding author

Correspondence to Harald Kindermann .

Editor information

Editors and Affiliations

  1. Information Systems and Quantitative Sciences (ISQS), Texas Tech University, Lubbock, Texas, USA

    Fred D. Davis

  2. University of Applied Sciences Upper Austria, Steyr, Oberösterreich, Austria

    René Riedl

  3. Department of Information Systems, University of Liechtenstein, Vaduz, Liechtenstein

    Jan vom Brocke

  4. Department of Information Technology, HEC Montréal, Montreal, Québec, Canada

    Pierre-Majorique Léger

  5. Department of Information Systems, Kennesaw State University, Kennesaw, Georgia, USA

    Adriane B. Randolph

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Kindermann, H., Schreiner, M. (2018). IAT Measurement Method to Evaluate Emotional Aspects of Brand Perception—A Pilot Study. In: Davis, F., Riedl, R., vom Brocke, J., Léger, PM., Randolph, A. (eds) Information Systems and Neuroscience. Lecture Notes in Information Systems and Organisation, vol 25. Springer, Cham. https://doi.org/10.1007/978-3-319-67431-5_19

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