%0 Journal Article
%T Chinese Female Undergraduate¡¯s Explicit and Implicit Attitude toward Chinese Skincare Brands and Japanese and South Korean Skincare Brands
%A Yuanyan Hu
%A Shengyan Qiu
%A Shaohua Chen
%A Jinghui Bi
%J Chinese Studies
%P 1-11
%@ 2168-541X
%D 2018
%I Scientific Research Publishing
%R 10.4236/chnstd.2018.71001
%X The study aimed to explore the Chinese female college
students¡¯ attitudes toward skincare brands (including Chinese brands and Japanese
and Korean brands)</span><span style=\"font-family:&quot;\"> </span><span style=\"font-family:Verdana;\">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.
%K Brand
%K Implicit Attitude
%K Explicit Attitude
%K IAT
%K Skincare
%U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=81741