Marketing Cluster Seminar: Anish Nagpal
The co-existence of two types of attitudes, explicit versus implicit is well established. Explicit attitudes are those for which people have conscious control and awareness (Greenwald and Banaji, 1995; Wilson et al., 2000), whereas implicit attitudes are outside of conscious control and awareness (Fazio and Olson, 2003, Perugini, 2005). Although considerable theoretical and empirical work has examined the properties and types of implicit attitudes (e.g., Gawronski and Bodenhausen, 2006; Rydell and McConnell, 2006), a systematic understanding of how they form and change is still warranted.
The dominant paradigm for understanding the formation and change of implicit attitudes is evaluative conditioning (EC). EC has been used in a significant number of studies as a means to form (new) or change (old) implicit attitudes (e.g., Baccus et al., 2004; Devine et al., 2002; Dijksterhious, 2004; Hermans et al., 2005; McConnell et al., 2008; Olson and Fazio, 2006; Rydell and McConnell, 2006; Strick et al., 2009). An in-depth examination of these studies reveals that both pictures and words have been used as unconditioned stimulus (US) in EC procedures to form and change implicit attitudes. Both modes can bring about implicit attitude formation and change. However, there remain some important unresolved issues. First, what is the relative impact of pictures versus words in the formation of new implicit attitudes? Second, what is the relative impact of pictures versus words in changing old implicit attitudes? Third, does the impact of pictures and words depend upon the type of attitudes being created? In this research, we conducted three studies in an attempt to answer these questions. Across three studies, we show a differential impact of pictures versus words on the formation of new implicit attitudes, as well as the alteration of old-implicit attitudes.
Anish graduated from the University of Houston with a PhD in Marketing in July 2005. He also holds a holds a Bachelors Degree in Mechanical Engineering and a Masters Degree in Economics. Anish's research interests lie in the domains of consumer behaviour, social psychology, cognitive psychology, econometrics, experimental design, and consumer decision making. More specifically his work focuses on information and task framing, customization, decision conflict, and food consumption. He has published in leading journals such as: Journal of Consumer Research, Journal of Retailing, Marketing Letters, Journal of Business Research, and International Journal of Forecasting