BackgroundThe authors present a procedural extension of the popular Implicit Association Test (IAT; [1]) that allows for indirect measurement of attitudes on multiple dimensions (e.g., safe–unsafe; young–old; innovative–conventional, etc.) rather than on a single evaluative dimension only (e.g., good–bad).Methodology/Principal FindingsIn two within-subjects studies, attitudes toward three automobile brands were measured on six attribute dimensions. Emphasis was placed on evaluating the methodological appropriateness of the new procedure, providing strong evidence for its reliability, validity, and sensitivity.Conclusions/SignificanceThis new procedure yields detailed information on the multifaceted nature of brand associations that can add up to a more abstract overall attitude. Just as the IAT, its multi-dimensional extension/application (dubbed md-IAT) is suited for reliably measuring attitudes consumers may not be consciously aware of, able to express, or willing to share with the researcher [2], [3].

This study examines the relationships among brand identity, brand image, and brand preference in the context of cyber (pure online) and offline-based extension (traditional brick-and-mortar to online) retail brands over time. We test a conceptual model with survey data gathered over three time periods. Our results show that offline-based extension brands have an advantage over cyber brands when it comes to translating a brand identity into a successful brand image, especially in the early Internet stages (i.e., introduction and elaboration stages). Offline-based extension brands gain positive spillover effects from their offline-based counterparts, but such effects take time, and are not evident in the early Internet stage. Both types of brands have to work hard in the introductory stage to create a successful brand image that manifests into consumer preference for the brand. With regards to Internet use, we found that cyber brands have a slight disadvantage when moving from the elaboration stage to the fortification stage.

This paper introduces a conceptual model of consumer innovation adoption based on knowledge and compatibility. More specifically, innovation adoption is proposed to be determined by four adopter groups: technovators, supplemental experts, novices, and core experts, and the interaction between their knowledge and compatibility with the technological innovation. Compatibility occurs when a potential adopter perceives the innovation as being consistent with his/her existing values, past experiences, and needs. The model presented is intended to help researchers and practitioners successfully identify potential adopters of a technological innovation.

In services research, little attention has been devoted to long-term intrinsic personality traits. Long-term personality traits predict short-term affective states and thus understanding them is important from a service standpoint. Further, identifying long-term personality traits facilitates the targeting of customers who are predisposed to evaluate services in a positive manner. This study focuses on one long-term affective trait, happiness, and examines its impact on service evaluation and commitment, as it has been shown that the level of happiness affects whether people perceive life events, both great and small, in a positive or negative manner. Three studies were conducted to research the issue. The first study shows that customers who are happier evaluate service quality in utilitarian services in a more positive manner than do customers who are less happy. The second study shows that for hedonic services, involvement serves as an antecedent to perceived service quality; happier customers are also more involved in hedonic services, and thus perceive service quality in a more positive manner. Study 3 examines the link between happiness and commitment and shows that customers who are happier are also more prone to be committed to hedonic services. These results contribute to the marketing literature Psychology & Marketing, Vol. 28(9): 934-957 (September 2011) View this article online at wileyonlinelibrary.com/journal/mar

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