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.
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