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Presentation for ANMAC 09 on the use of implict measurement of attitudes

Presentation for ANMAC 09 on the use of implict measurement of attitudes

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Implicit Consumer Animosity Implicit Consumer Animosity Presentation Transcript

  • Implicit Consumer Animosity: Pitfalls and Possibilities Kelli Hewison, Steven Ward, Paul Bain and Ngaire Donaghue
  • Introduction
    • Herron vs. Panadol
    • Panadol lost $6 million as a result
    • The Country-of-Origin effect is very relevant in today’s society
    • Consumer Animosity
    • Feelings of aversion towards a specific country due to previous or ongoing political, military, economic, or diplomatic events
    • Related to a reduced willingness to purchase products from the specific country
    • Consumer animosity affects consumers’ attitudes towards products from particular countries, which influences behaviour (Klein & Ettenson, 1999).
  • Measuring Consumer Attitudes
    • Simply ask an individual about their beliefs, feelings and behavioural tendencies towards an object – explicit attitude
    • Recently, it has been demonstrated that attitudes can exist outside of conscious awareness- implicit attitude (Karpinski & Hilton, 2001 and Gregg & Banaji, 2004).
    • Individual has an automatic, unconscious reaction to an attitude object, which affects interactions with the object (behaviour)
    • Therefore Implicit measures of attitude have been developed.
  • Measuring Implicit Attitudes
    • No longer just ask people to report their attitudes on a survey
    • Positively or negativity of people’s automatic evaluations of a particular object- infer attitude.
    • Implicit measures assess attitude without person being aware that their attitude is being expressed
    • Thought to be free from extraneous variables (e.g. social desirability and introspection concerns).
    • Most well-known and commonly used Implicit measure is the Implicit Association Test (IAT). See Greenwald, McGhee & Schwartz, 1998 and Nosek, Banaji & Greenwald, 2002 ) and Go/No-Go Association Task (GNAT), which unlike the IAT, is able to assess one attitude concept without the need for an opposing concept (Nosek & Banaji, 2001).
  • IAT
    • Easier to pair concepts with attributes that have become associated by experience, than those that are not associated
    • Stimuli include:
      • Attitude concepts (thing of interest )
      • Flower:
      • Insect:
      • Attribute dimensions
      • Good: love, peace, cheer, heaven, pleasure, gift
      • Bad: filth, murder, sickness, evil, death, poison
    Rose Daisy Bug Beetle
  • IAT 1. Practice Task 2. Practice Task 3. Critical Task 4. Practice Task 5. Critical Task A shorter reaction time when “flower + good” infers a positive implicit attitude towards flowers over insects. COMPARE 3 & 5 Flower Insect Good Bad Evil Flower and Good Insect and Bad Insect Flower Insect and Good Flower and Bad
  • Problems with the IAT
    • It is a relative measure that is only able to assess attitude toward a concept (e.g. flower) in comparison to an opposing attitude concept (e.g. insect).
    • While this may be functional to the measurement of naturally opposing constructs, it is less useful when single attitude categories are of interest.
  • Go/No-Go Association Task (GNAT)
    • Unlike the IAT, the GNAT is able to assess one attitude concept without the need for an opposing concept (Nosek & Banaji, 2001).
    • Like the IAT, the GNAT infers implicit attitude by measuring the strength of association between a target concept (e.g. flower) and an attribute dimension (e.g. pleasant or unpleasant) by the degree to which stimuli that represents each concept (e.g. flower and pleasant) can be discriminated from ‘distracter’ stimuli which do not represent those concepts.
    • Thus, a shorter reaction time when, for example, ‘flower’ is paired with ‘pleasant’, compared to when ‘flower’ is paired with ‘unpleasant’, reflects a higher degree of association between the target concept (flower) and the evaluation (pleasant), indicating a positive implicit attitude towards flowers.
  • A Comparison of Methods Pros and Cons Measurement (e.g. Assessing animosity toward China) Predicts actual behaviour when it involves little conscious deliberation. Is able to assess implicit attitude towards one category (e.g. China), with out the need of an opposing category (e.g. USA). No problem with response bias. Predicts actual behaviour when it involves little conscious deliberation. Can only assess implicit attitude towards one category (e.g., China) relative to another (e.g. USA). No problem with response bias. Predicts intent. A moderate predictor of actual behaviour when it involves conscious deliberation. Not a strong predictor of actual behaviour when it involves little conscious deliberation. Problem with response bias. Associate either ‘Good’ or ‘Bad’ with China, avoiding the distracters (other), by pressing the response key when you are presented with the correct pairings (e.g. Good + China). The number of "correct" responses when the target (e.g. China) is paired with each attribute (Good or Bad) is a measure of implicit attitude. Response times can also be used. Associate either ‘Good’ or ‘Bad’ with either China or the USA, by pressing the response key that matches the correct pairings (e.g. Good + USA/ Bad + China). Response time provides an indication of implicit attitude; the shorter the time, the closer the attribute (pleasant or unpleasant) is linked with the target (China or USA). Provide a rating on the extent to which you agree/disagree with the following statements. -I like China. -I do not like China's actions in Tibet. Implicit GNAT Implicit IAT Explicit Attitude
  • Using Implicit Measures to assess Consumer Animosity
    • The relevance and value of implicit measures of attitude have not been thoroughly investigated within the field of marketing (Brunel, Tietje & Greenwald, 2004).
    • Researchers have found that people only engage in a thoughtful, deliberative consideration of their attitudes when purchasing high-involvement products (Dovido et. al, 1997).
    • Conversely, the purchase of low involvement products involves little deliberation and conscious processing. Therefore, it is possible that the use of implicit measures of attitude may provide marketers with a way in which to tap into the automatically activated attitudes of consumers, which are beyond their control, and therefore allow for better prediction of spontaneous, uncontrolled behaviour, particularly for low-involvement purchases (Maison, Greenwald & Bruin, 2001).
  • Outline of the research study
    • The present research aims to introduce the use of implicit attitude measures to the field of market and consumer research, by exploring whether the GNAT can be used to measure consumer animosity, and to predict consumer behaviour towards both high and low involvement products from other countries. Two empirical studies will take place to fulfil this aim:
    • The first will assess consumers’ explicit and implicit attitudes toward a range of countries. It is hypothesised that there will be a dissociation between participants’ explicit and implicit attitudes toward the countries, suggesting that the GNAT uncovers something about consumers’ attitudes that traditional explicit measures do not, and therefore demonstrating that explicit measures may lead to incorrect predictions regarding purchasing behaviour.
    • It is hypothesised in study 2 that the GNAT will be more predictive of purchasing behaviour for low-involvement products, when compared to explicit measures of attitude. On the other hand, it is expected that explicit measures of attitude will be more predictive of participants’ “intention” to buy low involvement products, when compared to the GNAT.
    • It is hypothesised that explicit measures of attitude will be more predictive of participants’ actual purchasing behaviour of, and their intent to buy, high-involvement products, when compared to the GNAT.
  • Study 1: Can the GNAT be used to measure consumer animosity?
    • Does the GNAT tell us something that explicit measures don’t?
      • Will help validate the GNAT in the marketing context, particularly for measuring consumer animosity
    Complete explicit measure Complete GNAT Positive Correlation No Correlation
      • The GNAT may uncover something about consumers’ attitudes that explicit measures do not detect
  • Study 2: Can the GNAT predict purchasing behaviour of high or low involvement products, example, tourism? Is there a difference in the extent to which the GNAT predicts behaviour depending on the involvement level of products? Holiday Chosen GNAT scores Explicit scores Which one Matches?
    • Did people who showed positive implicit attitude towards a particular country, choose to travel to that country?
    • Was the GNAT more or less predictive of high-involvement products than low involvement products
  • Contribution
    • A tool, such as the GNAT, that can measure attitude at the implicit level, would provide great insight into the underlying automatic associations that consumers make, specifically regarding foreign countries, and help to better predict consumer behaviour, purchase decisions, and/or product judgements.
    • Reduce the possibility of response bias, as responses on implicit measures are free from retrospective and motivational concerns;
    • The detection of attitudes that respondents themselves are not even aware of; and
    • The measurement of attitude without the consumer being aware their attitude is being assessed.
    • The GNAT may help explain the majority of purchase decisions that are determined by cognitive processes that occur outside of conscious awareness and control, and therefore occur without consumers realising it (Fazio & Olson, 2003).