IAT, consumer behaviour and the moderating role of decision-making style: An empirical study on food products

Overall, the results (1) show the effect of implicit (and not explicit) associations on the way in which consumers read the information on food packaging; (2) demonstrate that the IAT enhances the understanding of consumer preference, intention to buy, and choices among different products, especially in domains where attitudes could be ambivalent; and (3) support the moderating role of the decision-making style. Overall, the research supports the employment of the IAT in consumer research.