Implicit Social-Cognitive Drivers of Sabah Youth Beverage Purchase Decisions: A Preliminary Study

Abstract

This preliminary study investigates how implicit socialcognitive processes shape the purchasing decisions of youth drink consumers in Sabah, Malaysia. Drawing upon the Implicit Social-Cognitive Architecture (ISCA) framework, the research examines how automatic emotional associations, symbolic meanings, and relational schemas influence brand choice beyond rational evaluation. Using a mixed-method design integrating an Implicit Association Test (IAT), focus groups, and structured interviews, the study involved 150 respondents aged 18–30 across Kota Kinabalu, Penampang, and Ranau. Results show that implicit brand-self associations explain significantly more variance in purchase intention than explicit attitudes such as taste and price. Youths tend to perceive beverage brands as identity markers, social connectors, and emotional anchors. The findings highlight that subconscious brand processes play a vital role in driving brand loyalty and suggest implications for brand managers in Sabah’s evolving beverage industry.