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The Influence of Implicit Attitudes on Choice When Consumers Are Confronted with Conflicting Attribute Information

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  • Melanie A. Dempsey
  • Andrew A. Mitchell

Abstract

An important issue in consumer behavior is whether affect created by low-level processes, such as evaluative conditioning, will influence brand choice when consumers have also been exposed to relevant product information. To examine this issue, in two experiments implicit attitudes were created by evaluative conditioning where the participants were unaware of the contingencies. This creates an "I like it, but I don't know why" effect. The participants also had conflicting product information available in memory. We find that the participants rely on their implicit attributes when making a brand choice if they have not formed an explicit evaluation based on the product attribute information. This occurs even when the attribute information is available in memory and the participants are highly motivated to retrieve it. These findings provide evidence that implicit attitudes can have a significant influence on behavior, despite conflicting product information, and increased levels of motivation and opportunity. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Melanie A. Dempsey & Andrew A. Mitchell, 2010. "The Influence of Implicit Attitudes on Choice When Consumers Are Confronted with Conflicting Attribute Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(4), pages 614-625, December.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:4:p:614-625
    DOI: 10.1086/653947
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    Cited by:

    1. Kiran Karande & Altaf Merchant & K. Sivakumar, 2012. "Relationships among time orientation, consumer innovativeness, and innovative behavior: the moderating role of product characteristics," AMS Review, Springer;Academy of Marketing Science, vol. 2(2), pages 108-125, December.
    2. Yang, Jie & He, Jiaxun & Gu, Yingkang, 2012. "The implicit measurement of destination image: The application of Implicit Association Tests," Tourism Management, Elsevier, vol. 33(1), pages 50-52.
    3. Matthew G. Nagler, 2021. "Loving What You Get: The Price Effects of Consumer Self-Persuasion," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 59(3), pages 529-560, November.
    4. Kiran Karande & Altaf Merchant & K. Sivakumar, 2011. "Erratum to: Relationships among time orientation, consumer innovativeness, and innovative behavior: the moderating role of product characteristics," AMS Review, Springer;Academy of Marketing Science, vol. 1(2), pages 99-116, June.

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