Луизов, Атанас2025-04-282016978-619-7126-27-3http://research.bfu.bg:4000/handle/123456789/2513This article highlights conceptual issues and some empirical findings on the topic of attitudes and their measurement in marketing research. The author suggests that implicit nature of attitudes and context of consumer decision making shows significant promise of employing the implicit measure of attitudes as a methodological tool.bgattitudeexplicit and implicit measuresIATmarketing researchюArticle