This exploratory research analyzes the risk posed by the implicit acceptance of an innovation and consumer attitudes toward the brand. The impact of implicit attitudes on the diffusion and acceptance of an innovation is studied in the context of research examining the attitudes of participants in focus group toward a technological innovation. Analysis allowed to highlight the implications of new implicit attitudes towards two very active areas of research in marketing : innovation and brand. A depth analysis of participants’ discourse and the establishment of the IAT is envisaged to support these initial exploratory results.