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- Publisher
- Emerald Publishing
- Copyright
- © Emerald Publishing Limited
- ISSN
- 0007-070X
- DOI
- 10.1108/bfj-09-2018-0588
- Publisher site
- See Article on Publisher Site
Abstract
There has been contradictory evidence as to whether implicit attitudes are more indicative of food consumption behavior than explicit attitudes. The purpose of this paper is to clarify the predictive validity of implicit attitudes for food consumption behaviors with two popular indirect measures – the implicit association test (IAT) and the affective misattribution procedure (AMP).Design/methodology/approachThe authors examined the predictive validity of the IAT and AMP for focal and incidental food consumption behaviors (n=277).FindingsResults revealed that the IAT and the AMP were more context-dependent than initially expected. The IAT only predicted incidental consumption behaviors in Study 1, and the AMP only predicted incidental consumption behaviors when preceding the IAT. However, the indirect measures provided unique variance for predicting incidental consumption behaviors. Only a direct, self-report measure predicted focal behaviors.Research limitations/implicationsThese findings suggest that both the AMP and the IAT can predict incidental consumption behaviors, but the presence and strength of these effects may be moderated by unsuspected variables such as task order.Practical implicationsThe current study provides evidence for the benefits of utilizing implicit measures in addition to self-report measures during consumer and market research.Originality/valueThis research reevaluates the predictive validity of the IAT and AMP for food consumption behaviors and employs two measures of food consumption behaviors.
Journal
British Food Journal – Emerald Publishing
Published: Jun 12, 2019
Keywords: Food consumption; Predictive validity; Implicit attitudes; Consumption behaviour