The Breadth-based Adjective Rating Task as an indirect measure of consumer attitudes

Consumer researchers have sought the development of indirect measures of consumer attitudes in order to illuminate aspects of consumer behavior that otherwise might be difficult to study (Haire, 1950). However, relatively limited attention has been paid to these aspects of consumer behavior that operate outside of conscious awareness due to the lack of reliable and valid measures in the consumer domain. Indirect measures are not a novel concept in consumer research, but methodological weaknesses have limited their usage.