Re-Examining Smokers’ Perceived Vulnerability to Disease: Self-Report Measures May Not Tell the Whole Story

The Implicit Association Test (IAT) has emerged as a popular approach to the measurement of implicit attitude, self-concept, self-esteem, and stereotypes. This exploratory research examines the potential opportunities and benefits gained from the implicit measurement of perceived personal vulnerability. Specifically, we provide preliminary evidence for the IAT as a measure of smokers' perceived vulnerability to smoking-related diseases. Results from three studies suggest that smokers implicitly associate themselves with diseases related to smoking more so than nonsmokers despite reporting a lower perceived risk on self-report measures.



Citation:

Jeremy Kees, Elizabeth Creyer, and Eric Knowles (2005) ,"Re-Examining Smokers’ Perceived Vulnerability to Disease: Self-Report Measures May Not Tell the Whole Story", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 533-534.

Authors

Jeremy Kees, University of Arkansas - Department of Marketing
Elizabeth Creyer, University of Arkansas - Department of Marketing
Eric Knowles, University of Arkansas - Department of Psychology



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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