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Marketing Letters

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01-12-2009

The Breadth-Based Adjective Rating Task (BART) in consumer behavior

Authors: Ross B. Steinman, Andrew Karpinski

Published in: Marketing Letters | Issue 4/2009

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Abstract

Consumer researchers have suggested that nonconscious processes may operate on consumer behavior. The goal of this research was to evaluate the Breadth-Based Adjective Rating Task (BART), an indirect measure of attitudes, in the consumer domain. In study 1, the BART was related to past Philadelphia Inquirer usage and was a significant predictor of prospective choice. In study 2, the BART was related to past Ben & Jerry’s purchase and was a marginal predictor of prospective choice. Overall, the BART added to the specificity of prediction of consumer behavior. The potentiality of the BART in consumer research is discussed

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Title: The Breadth-Based Adjective Rating Task (BART) in consumer behavior
Authors: Ross B. Steinman
Andrew Karpinski
Publication date: 01-12-2009
Publisher: Springer US
Published in: Marketing Letters / Issue 4/2009
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-009-9076-3

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