According to the dual cognition theories, this paper explores the role of emotion and cognition processes of mark evaluations, by analyzing the effect of impulsive and reflective evaluations on the behaviour of approach toward that mark. The study tests the predictive contributions of the Single Category Implicit Association Test in the consumer psychology field, as a tool to detect the perceivers' first impression. Its ability to discriminate between consumers' evaluations of an unknown mark is tested according to four dimensions (Harmony, Dynamism, Pleasantness, Simplicity), whose correlation with the visual and graphical features of the mark are also tested. The SC-IAT ability to predict the following approach behaviour is tested together with the contribution of deliberative evaluations. The results indicate that the implicit evaluations affects the following behaviour, together with the explicit ones whose effects are mediated by the intentions. The findings are discussed in the frame of dual cognition models.