What are implicit attitudes ?

Implicit attitudes are thought and feelings that occur outside a persons conscious awareness or control towards a product. For example, a subject might have a favourable attitude towards a celebrity, which positively influences their response to advertising utilising the celebrities voice. However, it works in reverse if the subject was unable to identify the celebrity behind the voice.
Reference: www.projectimplicit.net/about...
Reference: en.wikipedia.org/wiki/Implicit...
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