Business Faculty Publications
Document Type
Article
Publication Date
2010
Publication Title
Psychology & Marketing
Keywords
Marketing
Disciplines
Marketing
Abstract
Two developments in the last two decades frame the importance of Web-based marketing communications for firms. First is the phenomenal growth of the Internet as a viable commerce and communication option and second is the clear shift in attitude research toward recognizing the pervasive role of automatic processes in almost all the social psychological processes. Therefore, this article discusses the potential implications of Web-based marketing communications for consumers' implicit and explicit attitudes. In doing so, first, this article reviews the emergence of research on implicit attitudes, distinguishes implicit attitudes from explicit attitudes, and discusses research on explicit and implicit attitudes relative to branding. Second, a brief discussion of marketing research on attitude is provided. Third, five empirically testable research propositions are developed and presented. Finally, given the potential implications for research and practice, the article concludes with a call for research.
Recommended Citation
Madhavaram, S., Appan, R. (2010). "The Potential Implications of Web-Based Marketing Communications for Consumers’ Implicit and Explicit Brand Attitudes: A Call for Research". Psychology & Marketing, 27(2), pp. 186-202.
DOI
10.1002/mar.20326
Version
Postprint
Publisher's Statement
This is the accepted version of the following article: Madhavaram, S., Appan, R. (2010). "The Potential Implications of Web-Based Marketing Communications for Consumers’ Implicit and Explicit Brand Attitudes: A Call for Research". Psychology & Marketing, 27(2), pp. 186-202., which has been published in final form at http://onlinelibrary.wiley.com/doi/10.1002/mar.20326/abstract
Volume
27
Issue
2
