The Breadth-Based Adjective Rating Task (BART) in consumer behavior |
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Authors: | Ross B Steinman Andrew Karpinski |
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Institution: | (1) Psychology Department, Widener University, 1 University Place, Chester, PA 19013, USA;(2) Temple University, Philadelphia, PA, USA |
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Abstract: | Consumer researchers have suggested that nonconscious processes may operate on consumer behavior. The goal of this research
was to evaluate the Breadth-Based Adjective Rating Task (BART), an indirect measure of attitudes, in the consumer domain.
In study 1, the BART was related to past Philadelphia Inquirer usage and was a significant predictor of prospective choice.
In study 2, the BART was related to past Ben & Jerry’s purchase and was a marginal predictor of prospective choice. Overall,
the BART added to the specificity of prediction of consumer behavior. The potentiality of the BART in consumer research is
discussed |
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Keywords: | |
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