Table 4: Three research perspectives of the links between implicit attitude and behavior in a marketing communication context.

1	Apply MODE model [41] by refining "deliberative versus spontaneous" typology while introducing other behavior variables such as the presence versus the absence of a brand upon choosing. Study the relevance of additive, interaction and double dissociation models to different purchase behaviors.
2	Study the processing and effects of variables specific to a message (humor, music ...) on purchase behaviors, by segregating noetic from autonoetic awareness [98].
3	Enhance the predictive validity of implicit measures, by developing priming techniques with a better access than IAT to implicit semantic representations associated with a brand.