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This paper aims to investigate modeling implicit attitudes as potential drivers of overall brand attitudes and stated behavior and investigate how the results are expected to be different from brand driver models that are based on explicit attitudes.

Data are collected via online surveys in five countries across 15 categories with sample sizes for each category/country combination in the range of about N = 1,000.

Implicit attitudes result in a higher number of significant effects than their explicit counterparts when used to explain behavioral intentions, brand closeness and brand usage in a multivariate situation with potential 12 brand attitude drivers. The authors also find fewer counter-intuitive effects in the implicit models. The results are consistent across 5 countries and across 15 categories (including CPG products, services and durable goods). They also show that implicit attitudes are less susceptible to response style effects (e.g. social desirability bias).

The findings have implications for brand building and shopper activation. Further research should look into the impact of using implicit data on finding different brand segmentation and brand mapping results.

The findings have implications for brand building and shopper activation.

This paper contributes to the fast-growing field of implicit attitudes. The paper confirms and generalizes previous findings. This is the first paper to the authors’ knowledge that has investigated the impact of implicit attitudes on overall brand attitudes and stated behavior in a multivariate context.

An argument for the importance of unconscious processes is emerging across social science literatures (Petty et al.; Uleman). The purpose of this study is to investigate the role of implicit attitudes on the formation of digital piracy desires and behavioral intentions. If implicit attitudes are found to contribute to consumer digital piracy intentions, then marketers face an additional challenge in developing effective strategies and appeals designed to attenuate the practice.

The study captures both indirect and direct measures of implicit attitudes to test the research model. A total of 285 respondents provided data in a controlled lab setting for purposes of structural equation analyses.

The results first contribute to growing evidence generally supporting the importance of attitudinal influences in the formation of digital piracy intentions. The reported study further suggests the necessity of including implicit attitudinal considerations in explanatory models of these behaviors, particularly attitudinal explanatory models. Specifically, marketers attempting to manage DP should consider implicit attitudes in explanatory models of DP intention formation in addition to traditional self‐report measures of attitudes.

The study presents the first known empirical evidence supporting the contribution of implicit attitudes to digital piracy desires. Considering implicit influences in this process offers the promise of increasing our understanding of how digital piracy behaviors form, which can offer insights into how to more effectively attenuate the practice.

The type of flooring in stalls is an important factor that shapes consumers' overall perception of animal husbandry. Although slatted and straw floors have benefits and drawbacks, consumers strongly prefer slatted over straw floors in pig husbandry. The present study investigates whether information provision can depolarise consumers' implicit and explicit attitudes towards both floor types to enable a more realistic evaluation of pig husbandry systems. Furthermore, this study examines the effectiveness of information depending on different frames and consumers' personality traits.

An experimental laboratory study with 185 German consumers was conducted to investigate the effect of information on implicit and explicit attitudes towards different flooring types. Participants received information on straw and slatted floors in a cognitive or affective frame or about a control topic. Furthermore, it was analysed whether certain consumer groups respond differently to the cognitive or affective frame.

The results demonstrated that information provision is a successful tool for depolarising consumers' implicit and explicit attitudes regarding straw and slatted floors. Although consumers continued to prefer straw floors after receiving information, the magnitude of this preference considerably decreased. Mediation analysis illustrated that implicit and explicit attitudes are highly interconnected. The study found no evidence that the personality traits of consumers moderated the effectiveness of the cognitive or affective frame.

The study proposes that information provision can be a potential avenue for increasing the societal acceptance of conventional methods in pig husbandry and provides recommendations for communicating conditions related to animal husbandry. Furthermore, through the inclusion of an implicit measure, this study overcomes biases of other studies in an agricultural context which usually rely only on explicit measures.

The purpose of this paper is to explore the implicit and explicit attitude toward Islamic bank and how it influences desire to saving at an Islamic bank. Although the Islamic bank system has been experiencing rocket growth worldwide, but the development in Indonesia is still unsatisfying. The penetration is very low compared to the conventional bank system. Consumer attitude is one of the most important variables that need to be understood to develop effective intervention. Although extensive research has been carried out on consumer attitude in the Islamic bank context, no single study adequately elaborates on implicit attitude.

A sample of 423 respondents was taken to represent the middle-class employee segment. A set of questionnaires consisting of four sections was administered to respondents. The first section is a paper-based implicit attitude test, which collected data using a face-to-face interview, and the rest was self-reported. Data were analyzed using descriptive, analysis of variance and multiple regression analysis.

Analysis of the data shows that the implicit attitude toward Islamic banks in Indonesia is relatively lower than the explicit attitude. In addition, Islamic bank usage pattern and religion have a significant relationship with implicit attitude. While implicit attitude is relatively stable, explicit attitude significantly differs according to age and marital status variables. Finally, this study shows that implicit and explicit attitude simultaneously determine desire to saving at an Islamic bank.

The paper extends the literature by exploring and highlighting the importance of implicit attitude in the study of Islamic consumer behavior. It also gives deeper understanding to Indonesian middle-class employee saving behavior, which has huge potentials, and helps Islamic bank practitioners to develop a set of strategies to tap the market.

New food technologies are of increasing importance but not a lot of research into how people react to these technologies has been conducted. The purpose of this paper is to provide insight into how implicit measurements in addition to explicit measurements give insight into how well an attitude towards a food concept, in relation to its familiarity, is predictive for behaviour.

An implicit measurement (EAST) and an explicit questionnaire were used to investigate people's attitudes and attitude strength towards two food technologies (genetic modification and organic production). Correlations between the two measurements were calculated to determine whether familiar food technologies are more predictive for behaviour than relatively unfamiliar food technologies.

Implicit measurements showed negative associations with genetic modification. Explicit measurements showed neutral associations with genetic modification. In contrast, implicit and explicit measurements showed positive associations with organic production. When a food technology is well known (e.g. organic production), significant correlations between the two measurements were present suggesting that attitudes were predictive for behaviour. In contrast, when a food technology is not well known (e.g. genetic modification), significant correlations were not present suggesting that attitudes were not predictive for behaviour.

This is the first study to examine the relation between intuitive and explicit reactions in relation with the novelty of food technologies.

The purpose of this paper is to examine the inconsistency of explicit and implicit domestic country bias (DCB) across different types of products and in the context of two countries.

Two studies in two countries are conducted to examine the inconsistencies in implicit and explicit DCB. The first study collected data through mall intercept survey method in Taiwan and identified 189 valid respondents. The second study applied a mixed (within and between subjects) factorial experiment in China using 200 subjects.

Results show that explicit and implicit attitudes are moderately related to each other. The results also confirm that ethnic product typicality can explain inconsistencies in both explicit and implicit DCB. For ethnically typical products, DCB is more pronounced in consumers’ explicit attitudes than in consumers’ implicit attitudes. On the contrary, for ethnically atypical goods, DCB makes itself present in both explicit and implicit attitudes.

The results shed new light on DCB and confirm that the bias could divaricate between explicit and implicit attitudes in the case of ethnically typical products.

The purpose of this paper is to test if our eating behavior is determined not only by conscious evaluations of certain foods (explicit attitudes), but also by their automatic evaluations (implicit attitudes).

In two studies, the authors examined the predictive and incremental validity of these two types of attitudinal measures of eating behavior. Implicit attitudes were assessed with a standard implicit attitude test procedure (target categories were “sweets” and “fruit,” and attribute categories were “good” and “bad”); two explicit attitude measures were assessed: an explicit measure of preference for sweets over fruit and a semantic differential measure. The behavioral measure in Study 1 was the quantity of sweets consumed; in Study 2, it was a relative measure of sweets vs fruit consumption registered through a three-day diary.

The relatively low correlation between implicit and explicit attitude measures indicated that these measures at least partially tap into different processes. Implicit attitudes proved to be superior over explicit attitudes in predicting food consumption, especially for consumption registered via diary. This fact suggests that implicit attitudes are powerful drivers of long-term behavior.

The findings could be useful in tailoring interventions to promote healthier eating habits.

The research tested predictive power of implicit food-related attitudes. It compared the food consumption in laboratory and real-life settings. A new measure for daily food consumption was developed and it was calculated relative to recommended serving size.

Building on both the uncanny valley and construal level theories, the analyses detailed in this paper aims to address customers’ explicit and implicit attitudes toward various service robots, categorized by the degree of their human-like appearance, namely, mechanoids (low human-likeness), humanoids (medium human-likeness) and realistic robots (high human-likeness).

The analyses reflect a mixed-method approach, across three studies. A qualitative study uses focus groups to identify consensual attitudes. An experiment measures self-reported, explicit attitudes toward the three categories of robots. Another experiment explores customers’ implicit attitudes (unconscious and unintentional) toward robots, using three implicit association tests.

Customers express both positive and negative attitudes toward service robots. The realistic robots lead to both explicit and implicit negative attitudes, suggesting that customers tend to reject these robots in frontline service settings. Robots with lower human-likeness levels generate relatively more positive attitudes and are accepted to nearly the same extent as human employees in hospitality and tourism contexts.

Because customers reject, both consciously and unconsciously, very human-like robots in service encounters, managers should leverage this key finding, along with the more detailed results, to inform their strategic introduction of robots into hospitality frontline service settings.

The combined qualitative and quantitative studies specify and clarify customers’ implicit and explicit attitudes toward robots with different levels of human-likeness, in the real-world setting of hospitality and tourism services. Such insights can inform continued research into the effects of these service innovations.

The purpose of the paper is to comparatively analyse explicit and implicit attitudes of visitors from sun and beach destinations towards two types of visual conservation messages: persuasive and prohibitive.

A quantitative empirical investigation of transversal section was carried out using a structured questionnaire. The geographic area of study is located in the Mexican Riviera Maya. The data was collected between the months of September 2016 to January 2017 from a total of 129 actual visitors of 12 different nationalities. Student t tests analyses were conducted to measure difference between explicit and implicit attitudes towards both types of messages.

Persuasive visual messages of conservation shown to be effective at both, explicit and implicit, levels, while prohibitive ones were less effective than persuasive ones ay implicit level, corroborating that the persuasive messages are more effective than prohibitive ones, and that the implicit measurements tend to offer information that is not always revealed by explicit means.

Results can be exploited by those who are tasked with maintaining a delicate balance between tourism and the environment to achieve greater impact in developing the attitudes they need to show to their tourists, through the design and creation of persuasive conservation, even barrier, visual messages that are able to draw well to the visitors' subconscious and unconscious.

Persuasive visual messages of conservation are produced to be effective at both explicit and implicit levels. However, inhibiting messages prove to be less effective with regard to persuasive messages at the implicit level, which reinforces that persuasive messages are more effective. Effective than the prohibitive ones and that the Implicit measurements offer information that is not always disclosed by explicit means. Persuasive messages aim at persuading and the recipient is not interested on the message. There is a possibility that the recipient will react negatively. Therefore, messages should be prepared using an indirect approach.

The advent of ChatGPT has fundamentally changed the way people approach and access information. While we are encouraged to embrace the tool for its various benefits, it is yet to be known how to drive people to adopt this technology, especially to improve their life skills. Using implicit self-theories, the current research delineated the distinct way incremental (vs entity) theorists use ChatGPT, which in turn influences their attitude and hence the behavioural intention towards this technology.

The research employed a between-subject experimental design with 100 prolific participants. The manipulation materials were also pre-tested (N = 50). No confound effects such as content clarity, personal interest, and cognitive load were found. For the mediating effect, PROCESS Model 4 with bootstraps 5,000 and CI 95% were employed.

Individuals who believed that human ability to use technological applications was malleable, i.e. incremental theorists, were more likely to use ChatGPT to improve their life skills. On the other hand, when people believed that such an ability was fixed, i.e. entity theorist, they were less likely to use this new technology. The reason was that through the implicit belief, attitude towards ChatGPT was (more vs less) positively influenced which in turn motivated the behavioural intention. Further, the effect held beyond the impact of demographic factors such as age, gender, occupation, and educational level.

Even though implicit self-theories have received tremendous interest and empirical support, be it generic or domain-specific, the effect of implicit belief in technological applications was not clearly determined. The current research helps to extend the implicit self-theories into the technological domain, and in this case, the usage of ChatGPT. Moreover, the full mediating effect of attitude offers some thought about the revised models of technology acceptance. That is, perhaps it is the combination of (implicit) belief and attitude that may have better predictive power for technological adoption behaviour.