We are specially interested in the comparison between IAT (implicit attitudes) vs Explicit atttitudes related to Fair Trade products. But it could be also applied to any brand comparison (for instance, private labels vs national brands; premium/non-premium brands; luxury brand experiences vs common brand experiences, etc.)
Dear Prof
It may help you.
Gao, L., Wheeler, S. C., & Shiv, B. (2009). The “shaken self”: Product choices as a means of restoring self-view confidence. Journal of Consumer Research, 36(1), 29-38.
Dear prof.
The daniel kahneman model is valuable for explain implicit and explicit decision making in the brain. Also, there is a chapter about that issue in the book titled "neuromarketing for dummies"
Dear prof.,
I hope this article is helpful.
Article name: attitude toward smoking: the effect of negative smoking-related picture"