TITLE:
Chinese Female Undergraduate’s Explicit and Implicit Attitude toward Chinese Skincare Brands and Japanese and South Korean Skincare Brands
AUTHORS:
Yuanyan Hu, Shengyan Qiu, Shaohua Chen, Jinghui Bi
KEYWORDS:
Brand, Implicit Attitude, Explicit Attitude, IAT, Skincare
JOURNAL NAME:
Chinese Studies,
Vol.7 No.1,
January
15,
2018
ABSTRACT: The study aimed to explore the Chinese female college
students’ attitudes toward skincare brands (including Chinese brands and Japanese
and Korean brands) by comparing
the results of self-report survey and the Implicit Association Test (IAT). The results
showed that participants have inconsistent response patterns in explicit/implicit
measures toward Chinese brands and Japanese and Korean brands, and both explicit
and implicit attitude measures are significantly differences. That is, participants
holds a more positive attitude on Japanese and Korean brands than Chinese brands
in explicit attitude, but a more negative in implicit attitude.