潜在的欺瞞性認知が広告への態度に与える影響 : GNATを用いた欺瞞性認知測定の試み

大工, 泰裕

大阪大学大学院人間科学研究科対人社会心理学研究室

欺瞞性認知

In this research, we measured implicit perceived deceptiveness through the Go/No-go Association Task (GNAT), which is an implicit measure developed by Nosek and Banaji (2001). We also examined the task's validity, so as to counter the deceptiveness that could be elicited by the measurement of deceptiveness through a questionnaire. In the experiment, we measured implicit perceived deceptiveness, explicit perceived deceptiveness, brand attitude, and product evaluation, based on an advertisement, then examined the relationships between these variables. Explicit deceptiveness was measured through a free writing task relating to the advertisement, so as to avoid arousing the participants' suspicions. A correlation analysis did not indicate a correlation between implicit perceived deceptiveness and explicit perceived deceptiveness. In addition, a hierarchical multiple regression analysis showed that implicit perceived deceptiveness did not influence brand attitude; instead, the former was found to influence product evaluation. Implicit perceived deceptiveness, as measured through the GNAT, was shown to be partially valid.

大工, 泰裕