Chinese Female Undergraduate’s Explicit and Implicit Attitude toward Chinese Skincare Brands and Japanese and South Korean Skincare Brands

The study aimed to explore the Chinese female college students’ attitudes toward skincare brands (including Chinese brands and Japanese and Korean brands) by comparing the results of self-report survey and the Implicit Association Test (IAT). The results showed that participants have inconsistent response patterns in explicit/implicit measures toward Chinese brands and Japanese and Korean brands, and both explicit and implicit attitude measures are significantly differences. That is, participants holds a more positive attitude on Japanese and Korean brands than Chinese brands in explicit attitude, but a more negative in implicit attitude.