Relationship between implicit and explicit attitudes towards domestic and foreign food brands and personality traits
2022
Plotka, Irina | Urbane, Biruta | Blumenau, Nina
The most important line of the research is the relationship of implicit and explicit attitudes towards domestic and foreign food brands with personality traits. Although researchers confirm the relevance of these studies, there are relatively few empirical findings on the relationship of “Big Five” personality traits with consumer attitudes. Research aim: to study the relationship of implicit and explicit attitudes towards brands of domestic and foreign food products with the personality traits of consumers. Participants N = 131, aged 17–57 (Mdn = 31). Measurements: developed by the authors affective and cognitive Implicit Association Tests (IATs), Self-Concept IAT, affective and cognitive explicit procedures; and “Big Five” Inventory – 2 (BFI-2); demographic questionnaires. With the help of factor analysis, independent overall implicit and “overall” explicit attitudes towards food brands were built, the main components of which are both their affective and cognitive foundations, and attitudes measured using the Self-Concept IAT. Relationships between “overall” attitudes, their components with BFI-2 scales and their facets have been revealed. Personality traits and their combinations with facets have been revealed that influence implicit, explicit preferences for domestic, foreign food brands and “uncertain” (ambivalent or unexpressed) preferences. Differences in the role of personality traits in the choice of cognitive and affective bases of both implicit and explicit attitudes have been found, which sometimes lead to opposite results.
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