Skip to main content
Article
The Potential Implications of Web-Based Marketing Communications for Consumers’ Implicit and Explicit Brand Attitudes: A Call for Research
Psychology & Marketing
  • Sreedhar Madhavaram, Cleveland State University
  • Radha Appan, Cleveland State University
Document Type
Article
Publication Date
1-1-2010
Keywords
  • Marketing
Disciplines
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.
DOI
10.1002/mar.20326
Version
Postprint
Citation Information
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.