Validade Preditiva do Teste de Associações Implícitas (TAI) para prognóstico de Comportamentos de Consumo

The implicit preference and the stereotype linked to the brand can define the decision making during a buying process. With the goal to study the predictive validity of the Implicit Association Test (IAT) for measuring consumers’ attitudes with two brands, we conducted three experiments. Experiments 1 and 2 revealed implicit and explicit attitudes of the participants. The Experiment 3 simulated a consume task within the computer. We conducted a Simple Linear Regression to identify if the results of the IAT and the Magnitude Estimation technique were statistically effective to forecast simulated consumption behaviors. The result allowed outlining the evidences of IAT’s predictive validity in forecasting consumers’ attitudes and their behaviors of consumption. Keywords: stereotypes; consumer; Implicit Association Test; magnitude estimation