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ISSN : 1229-8778
The first purpose of this article is to find inconsistency between Korean consumer's implicit and explicit attitudes toward products. Increasing number of studies in consumer domain have identified the moderators of the consistency between implicit and explicit attitudes. In this article self-consciousness and attitude importance were used as moderators. This study showed expected differences in implicit attitudes between users of two coffee brands, also revealing significant correlations between IAT-measured implicit attitudes and explicit attitudes. And as predicted, increased attitude importance resulted in stronger IAT-explicit attitude correlations. But self-consciousness have no moderating effect in this study.
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