Validade Preditiva do Teste de Associações Implícitas (TAI) para prognóstico de Comportamentos de Consumo
The implicit preference and the stereotype linked to the brand can define the decision making during a buying process. With the goal to study the predictive validity of the Implicit Association Test (IAT) for measuring consumers’ attitudes with two brands, we conducted three experiments. Experiments...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidade Federal do Paraná
2012-12-01
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| Series: | Interação em Psicologia |
| Subjects: | |
| Online Access: | http://revistas.ufpr.br/psicologia/article/view/25242 |
| _version_ | 1819168798865883136 |
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| author | Alberto Filgueira Pedro Pires |
| author_facet | Alberto Filgueira Pedro Pires |
| author_sort | Alberto Filgueira |
| collection | DOAJ |
| description | The implicit preference and the stereotype linked to the brand can define the decision making during a buying process. With the goal to study the predictive validity of the Implicit Association Test (IAT) for measuring consumers’ attitudes with two brands, we conducted three experiments. Experiments 1 and 2 revealed implicit and explicit attitudes of the participants. The Experiment 3 simulated a consume task within the computer. We conducted a Simple Linear Regression to identify if the results of the IAT and the Magnitude Estimation technique were statistically effective to forecast simulated consumption behaviors. The result allowed outlining the evidences of IAT’s predictive validity in
forecasting consumers’ attitudes and their behaviors of consumption.
Keywords: stereotypes; consumer; Implicit Association Test; magnitude estimation. |
| first_indexed | 2024-12-22T19:09:20Z |
| format | Article |
| id | doaj.art-abeaaf4c13d94dd092f1e1fc5c763005 |
| institution | Directory Open Access Journal |
| issn | 1981-8076 |
| language | English |
| last_indexed | 2024-12-22T19:09:20Z |
| publishDate | 2012-12-01 |
| publisher | Universidade Federal do Paraná |
| record_format | Article |
| series | Interação em Psicologia |
| spelling | doaj.art-abeaaf4c13d94dd092f1e1fc5c7630052022-12-21T18:15:42ZengUniversidade Federal do ParanáInteração em Psicologia1981-80762012-12-0116210.5380/psi.v16i2.2524218441Validade Preditiva do Teste de Associações Implícitas (TAI) para prognóstico de Comportamentos de ConsumoAlberto Filgueira0Pedro Pires1Pontifícia Universidade Católica do Rio de JaneiroUniversidade Federal do Rio de JaneiroThe implicit preference and the stereotype linked to the brand can define the decision making during a buying process. With the goal to study the predictive validity of the Implicit Association Test (IAT) for measuring consumers’ attitudes with two brands, we conducted three experiments. Experiments 1 and 2 revealed implicit and explicit attitudes of the participants. The Experiment 3 simulated a consume task within the computer. We conducted a Simple Linear Regression to identify if the results of the IAT and the Magnitude Estimation technique were statistically effective to forecast simulated consumption behaviors. The result allowed outlining the evidences of IAT’s predictive validity in forecasting consumers’ attitudes and their behaviors of consumption. Keywords: stereotypes; consumer; Implicit Association Test; magnitude estimation.http://revistas.ufpr.br/psicologia/article/view/25242estereótiposconsumidorTeste de Associações Implícitasestimativa de magnitude |
| spellingShingle | Alberto Filgueira Pedro Pires Validade Preditiva do Teste de Associações Implícitas (TAI) para prognóstico de Comportamentos de Consumo Interação em Psicologia estereótipos consumidor Teste de Associações Implícitas estimativa de magnitude |
| title | Validade Preditiva do Teste de Associações Implícitas (TAI) para prognóstico de Comportamentos de Consumo |
| title_full | Validade Preditiva do Teste de Associações Implícitas (TAI) para prognóstico de Comportamentos de Consumo |
| title_fullStr | Validade Preditiva do Teste de Associações Implícitas (TAI) para prognóstico de Comportamentos de Consumo |
| title_full_unstemmed | Validade Preditiva do Teste de Associações Implícitas (TAI) para prognóstico de Comportamentos de Consumo |
| title_short | Validade Preditiva do Teste de Associações Implícitas (TAI) para prognóstico de Comportamentos de Consumo |
| title_sort | validade preditiva do teste de associacoes implicitas tai para prognostico de comportamentos de consumo |
| topic | estereótipos consumidor Teste de Associações Implícitas estimativa de magnitude |
| url | http://revistas.ufpr.br/psicologia/article/view/25242 |
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