Convergent,Discriminant, and Incremental Validity of the Pictorial Attitude Implicit Association Test and the Picture Story Exercise as Measures of the Implicit Power Motive

The Pictorial Attitude Implicit Association Test (PA‐IAT) has recently been proposed as new measure of implicit motives. We report a study that provides the first evidence for the convergent validity of the PA‐IAT by showing that the PA‐IAT correlates significantly with a standard measure of implicit motives [i.e. the Picture Story Exercise (PSE)]. Discriminant validity of the PA‐IAT was verified in the sense that the PA‐IAT shared virtually no common variance with explicit motive measures. Our analyses revealed that the PA‐IAT and PSE can best be conceived as related but distinct measures. We further showed that the PA‐IAT had incremental validity in predicting performance on a memory recall task over and above the PSE. In general, our results confirm that the PA‐IAT is a valid measure of implicit motives and can serve as valid alternative to the PSE. Copyright © 2012 John Wiley & Sons, Ltd.     

Does Conventional Implicit Association Test of Shyness Measure “Self‐Shyness” or “Others‐Shyness”?

The Implicit Association Test (IAT) measures implicit associations between attitude targets and attributes. Its structure and procedure facilitate investigation of the strength of associations between one target and attributes relative to that between the other target and the same attributes when two targets are contradictory (e.g., black/white and comfortable/uncomfortable). This structure can cause conceptual complexity about what the IAT measures, particularly when a counter category is not needed. Thus, using the Single‐Target Implicit Association Test (ST‐IAT), which allowed only one target category for pairing with attributes, this paper delineated the association measured in the conventional IAT for shyness: “self‐shy” or “others‐shy.” Seventy‐seven Japanese university students completed the self‐report shyness scale, the conventional IAT, and two ST‐IATs (i.e., self/others as target). Results showed that implicit shyness produced in the conventional IAT significantly and positively correlated with that in the self‐targeted ST‐IAT. Moreover, implicit shyness in the conventional IAT was significantly accounted for by those produced by the ST‐IAT with self as target and those calculated in the ST‐IAT with others as target in opposite directions.     

Predictive Validity of the Implicit Association Test in Studies of Brands,Consumer Attitudes,and Behavior

Three studies investigated implicit brand attitudes and their relation to explicit attitudes, product usage, and product differentiation. Implicit attitudes were measured using the Implicit Association Test (IAT; Greenwald, McGhee, & Schwartz, 1998). Study 1 showed expected differences in implicit attitudes between users of two leading yogurt brands, also revealing significant correlations between IAT‐measured implicit attitudes and explicit attitudes. In Study 2, users of two fast food restaurants (McDonald's and Milk Bar) showed implicit attitudi‐nal preference for their favorite restaurant. In Study 3, implicit attitudes of users of two soft drinks (Coca‐Cola and Pepsi) predicted brand preference, product usage, and brand recognition in a blind taste test. A meta‐analytic combination of the three studies showed that the use of IAT measures increased the prediction of behavior relative to explicit attitude measures alone.     

IAT在内隐助人态度上的应用

内隐联想测验（Implicit Association Test）是研究内隐社会认知的一种新方法,根据内隐联想测验的基本原理,采用IAT对内隐助人态度进行了研究。主要采用词汇测验,目标概念是助人性和非助人性词汇,属性概念是积极词和消极词。通过比较目标概念和属性概念在不同联结情况下被试完成分类任务所用的反应时之差,来确定其是否具有倾向于助人的内隐态度。结果发现：1）IAT词汇测验中,助人性信息和积极性词汇之间的平均反应时小于助人性信息和消极性词汇之间的平均反应时,且差异显著;2）IAT测验中,男女被试间无显著性差异。研究表明,IAT可以应用于内隐助人态度的研究。     

Implicit attitudes towards meat and vegetables in vegetarians and nonvegetarians

Previous research, in which self‐report measures were used, showed that vegetarians have more negative beliefs about meat than nonvegetarians. An important limitation of this research is that it did not examine differences in spontaneous affective reactions (i.e., implicit attitudes) towards meat and other types of food. We therefore conducted a new study in which not only self‐report measures were used, but also two tasks that have been developed to measure implicit attitudes: The Implicit Association Test (IAT) and a pictorial version of the Extrinsic Affective Simon Task (EAST). Both the IAT and EAST revealed that implicit attitudes towards vegetables (as compared to implicit attitudes towards meat) were more positive in vegetarians than in nonvegetarians. In line with previous findings, the self‐report measures showed that, compared to nonvegetarians, vegetarians had more positive attitudes towards vegetables and more negative attitudes towards meat. The IAT and EAST measures both correlated in the expected manner with self‐reported attitudes. A logistic regression showed that self‐reported attitudes were an almost perfect predictor of group status (vegetarian or nonvegetarian), and that adding the IAT and EAST measures as predictors did not improve prediction of group status. The results suggest that vegetarians and nonvegetarians differ in their spontaneous affective reaction towards vegetables or meat, and provide further evidence for the validity of the IAT and EAST as measures of inter‐individual differences in attitudes. Implicit attitudes could influence eating behaviour indirectly by biasing the decision to become a vegetarian or by determining how difficult it is for someone to maintain a vegetarian diet.     

Implicit coping and enhancement motives predict unique variance in drinking in Asian Americans

Automatic cognitive processes have been shown to be unique predictors of drinking behavior and can be assessed using implicit measures. Drinking motives (e.g., enhancement and coping motives), which are also predictive of alcohol use, have not been studied using implicit measures. Moreover, in the US, implicit measures have been studied in samples largely consisting of Caucasian or White Americans. This study adapted the Implicit Association Test (IAT) to examine automatic analogues of enhancement and coping drinking motives and approach/avoid tendencies in 56 Asian American undergraduates. Enhancement and coping IATs were correlated with self-reported drinking motives and predicted unique variance in drinking frequency and heavy drinking when controlling for self-reported motives. Approach IAT scores were neither associated with self-reported approach/avoid tendencies nor predictive of drinking behaviors. These findings provide initial support for the unique predictive utility of drinking motives in Asian Americans, an understudied population.     

Development and Initial Validation of an Implicit Measure of Religiousness‐Spirituality

An implicit measure of religiousness‐spirituality (RS) was constructed and used in two studies. In Study 1, undergraduates completed a Religiousness‐Spirituality Implicit Association Test (RS‐IAT) and several self‐report measures of RS and related constructs (e.g., religious fundamentalism, authoritarianism). Informants rated the participants’ RS. The RS‐IAT was internally consistent. Implicit RS correlated positively with self‐reported RS, spiritual transcendence, spiritual experiences, religious fundamentalism, and intrinsic religiousness. Informant ratings correlated positively with participants’ self‐reported religiousness but not implicit RS. In Study 2, implicit RS accounted for unique variability in self‐reported attitudes toward gay men and lesbian women when controlling for self‐reported religiousness and right‐wing authoritarianism. These findings demonstrate that an implicit measure of trait RS explains some variability in attitudes that self‐report measures do not. An implicit measure of RS could advance the scientific study of religion beyond what is known from self‐report measures.     

The single category implicit association test as a measure of implicit social cognition

The Single Category Implicit Association Test (SC-IAT) is a modification of the Implicit Association Test that measures the strength of evaluative associations with a single attitude object. Across 3 different attitude domains--soda brand preferences, self-esteem, and racial attitudes--the authors found evidence that the SC-IAT is internally consistent and makes unique contributions in the ability to understand implicit social cognition. In a 4th study, the authors investigated the susceptibility of the SC-IAT to faking or self-presentational concerns. Once participants with high error rates were removed, no significant self-presentation effect was observed. These results provide initial evidence for the reliability and validity of the SC-IAT as an individual difference measure of implicit social cognition.     

Reliability and validity of the Single‐Target IAT (ST‐IAT): assessing automatic affect towards multiple attitude objects

In contrast to the original Implicit Association Test (IAT), the Single‐Target Implicit Association Test (ST‐IAT) measures the evaluation of a target object without the need to simultaneously evaluate a counter‐category. The present research investigates (a) whether position within a series of several ST‐IATs affects reliability and validity, and (b) whether the ST‐IAT exhibits adequate construct validity if the target objects are closely interrelated. We address these questions by taking five interrelated yet distinct political parties in Germany as an exemplary domain. The ST‐IAT reliably and validly assessed attitudes towards political parties (Study 1). Serial position effects did not affect the results. The ST‐IATs mostly captured a specific party evaluation and exhibited discriminant validity. At the same time, discriminant validity was limited among parties within one wing of the political left–right spectrum that underlies implicit and explicit party evaluations (Study 2). If used with caution, the ST‐IAT can be a valuable supplement to implicit measures in the case of multiple single‐target assessments. Copyright © 2007 John Wiley & Sons, Ltd.     

Is the Implicit Association Test a Valid and Valuable Measure of Implicit Consumer Social Cognition?

This article discusses the need for more satisfactory implicit measures in consumer psychology and assesses the theoretical foundations, validity, and value of the Implicit Association Test (IAT) as a measure of implicit consumer social cognition. Study 1 demonstrates the IAT's sensitivity to explicit individual differences in brand attitudes, ownership, and usage frequency, and shows their correlations with lAT‐based measures of implicit brand attitudes and brand relationship strength. In Study 2, the contrast between explicit and implicit measures of attitude toward the ad for sportswear advertisements portraying African American (Black) and European American (White) athlete–spokespersons revealed different patterns of responses to explicit and implicit measures in Black and White respondents. These were explained in terms of self‐presentation biases and system justification theory. Overall, the results demonstrate that the IAT enhances our understanding of consumer responses, particularly when consumers are either unable or unwilling to identify the sources of influence on their behaviors or opinions.     

When old and frail is not the same: Dissociating category and stimulus effects in four implicit attitude measurement methods

It is not always clear whether implicit attitude measures assess the attitude towards single stimuli or the attitude towards categories. Nevertheless, this is important to know—both for interpreting implicit attitude effects and for selecting the test that is most appropriate for individual research aims. We investigated this for four implicit measures: the standard Implicit Association Test (IAT), the IAT-recoding free (IAT-RF), and two versions of the Extrinsic Affective Simon Task (EAST, identification (ID)-EAST). Effects in the standard IAT reflect evaluations of categories and single stimuli, whereas the IAT-RF measures attitudes towards categories only. Both versions of the EAST measure evaluations of single stimuli independently from the evaluation of categories. Three different effect sources are distinguished: attitudes towards single stimuli (IAT; EAST and ID-EAST), attitudes towards target categories (IAT and IAT-RF), and processes of recoding (IAT), which do not necessarily reflect attitudes.     

Facial reactions reveal that slim is good but fat is not bad: Implicit and explicit measures of body‐size bias

Facial electromyography (EMG) was used to gauge emotional responding towards images of slim and overweight individuals, and findings were compared with data from a series of alternative measures including two implicit attitudinal procedures, the Implicit Relational Assessment Procedure (IRAP) and the Implicit Association Test (IAT), and explicit measures of anti‐fat prejudice and discriminatory behavior. Images of slim individuals elicited EMG responses consistent with more positive affect. Data from both the IRAP and IAT indicated higher levels of bias than were revealed on the explicit measures, and the IRAP also corroborated the EMG pattern by indicating responses consistent with pro‐slim rather than anti‐fat bias. The IRAP was moderately correlated with both EMG and the IAT and was the only measure to predict behavioral intentions. Copyright © 2011 John Wiley & Sons, Ltd.     

A multitrait-multimethod validation of the Implicit Association Test: implicit and explicit attitudes are related but distinct constructs

Recent theoretical and methodological innovations suggest a distinction between implicit and explicit evaluations. We applied Campbell and Fiske's (1959) classic multitrait-multimethod design precepts to test the construct validity of implicit attitudes as measured by the Implicit Association Test (IAT). Participants (N = 287) were measured on both self-report and IAT for up to seven attitude domains. Through a sequence of latent-variable structural models, systematic method variance was distinguished from attitude variance, and a correlated two-factors-per-attitude model (implicit and explicit factors) was superior to a single-factor-per-attitude specification. That is, despite sometimes strong relations between implicit and explicit attitude factors, collapsing their indicators into a single attitude factor resulted in relatively inferior model fit. We conclude that these implicit and explicit measures assess related but distinct attitude constructs. This provides a basis for, but does not distinguish between, dual-process and dual-representation theories that account for the distinctions between constructs.     

Music as an Unconditioned Stimulus: Positive and Negative Effects of Country Music on Implicit Attitudes,Explicit Attitudes,and Brand Choice1

An experiment (N = 68) explored how background music in a realistic web advertisement could condition implicit and explicit attitudes toward a novel brand. Conditioning effects were apparent in both traditional explicit attitude measures and also in the Implicit Association Test (IAT). Further, brand choice was predicted by explicit attitudes, but prediction improved significantly when implicit attitudes were considered. Mood‐congruent judgment, demand effects, and conditioning are considered as potential explanations for our results, and we argue that conditioning provides the most parsimonious explanation. Finally, the results are discussed within the context of the associative‐propositional evaluation model ( Gawronski & Bodenhausen, 2006 ). This model provides a framework for the integration of the implicit attitude construct into the study of consumer behavior.     

Predicting voting behavior with implicit attitude measures: the 2002 German parliamentary election

Implicit measures of attitudes are commonly seen to be primarily capable of predicting spontaneous behavior. However, evidence exists that these measures can also improve the prediction of more deliberate behavior. In a prospective study we tested the hypothesis that Implicit Association Test (IAT) measures of the five major political parties in Germany would improve the prediction of voting behavior over and above explicit self-report measures in the 2002 parliamentary elections. Additionally we tested whether general interest in politics moderates the relationship between explicit and implicit attitude measures. The results support our hypotheses. Implications for predictive models of explicitly and implicitly measured attitudes are discussed.     

Relations between implicit and explicit measures of attitudes and measures of behavior: evidence of moderation by individual difference variables

The moderating role of individual difference variables (Self-Reported Habit Index [SRHI], Need for Cognition [NFC]) on relationships between implicit (Implicit Association Test [IAT], Extrinsic Affective Simon Test [EAST]) or explicit measures of attitude and behavior is assessed in two studies. A dissociation pattern is found on self-report diary measures of behavior. In Study 1, the EAST-behavior relationship is moderated by SRHI; explicit measures of the attitude-behavior relationship are moderated by NFC. In Study 2, the IAT-behavior relationship is moderated by SRHI; explicit measures of the attitude-behavior relationship are moderated by NFC. Higher levels of SRHI and NFC are associated with stronger relationships between the implicit or explicit measures of attitude and the measure of behavior. In Study 2, the SRHI x IAT interaction is replicated for an objective behavior measure. Implications for understanding the relationship between implicit and explicit measures of attitudes and measures of behavior are discussed.     

Attitudes towards people with AIDS and avoidance behavior: Automatic and reflective bases of behavior

We tested the assumption that implicit attitude measures are related to automatic behavior, while explicit attitude measures are related to reflective behavioral intentions. In our study, attitudes towards persons with AIDS were assessed with both the Implicit Association Test (IAT) and an explicit attitude measure. Behavioral intentions were measured through a questionnaire. Automatic approach and avoidance predispositions were operationalized as the speed with which a computer mouse was either pulled towards (approach) or pushed away from the body (avoidance). Consistent with our expectations, the IAT was related to the automatic approach and avoidance behaviors, while the explicit attitude measure was related to behavioral intentions. These findings support the idea that automatic and reflective processes exert independent effects on behavior.     

内隐联系测验的修正——简式内隐联系测验

简式内隐联系测验(Brief Implicit Association Test,BIAT),是对内隐联系测验(Implicit Association Test,IAT)(也称为内隐联想测验)的修正,它由两部分联合任务组成,使用传统IAT中的两类别的属性材料和两类别的概念材料以及与IAT相同的联接-反应对。在设计BIAT时,焦点类别的选定对其测量效果有着至关重要的影响,Sriram和Greenwald的研究已经初步证明BIAT方法可以成功运用于测量内隐态度,认同和刻板印象。本文回顾了内隐联系测验发展过程中的各种变式,着重介绍了简式内隐联系测验,结合Sriram的应用对其进行综合评价并建议在今后的研究中对此方法进行验证。     

内隐自尊效应及内隐自尊与外显自尊的关系

研究运用内隐联想测验对内隐自尊进行了研究和测量,同时还运用结构方程建模对外显自尊和内隐自尊的结构关系进行了研究,结果表明：(1)东方文化下内隐自尊是存在的,个体无意识中对自我持有一种积极的评价,但强度不如西方个体。(2)内隐自尊与外显自尊是相对独立的两个不同的结构,二者间仅存在低的正相关。     

Do self‐presentation concerns moderate the relationship between implicit and explicit homonegativity measures?

This study investigated whether the relation between implicit and explicit homonegativity measures is affected by self-presentation concerns, since previous research in this area has been inconclusive. In Experiment 1, 70 high-school students made evaluative ratings of pictures of homosexual and heterosexual couples. Self-presentation was manipulated by either instructing participants that the study concerned attitudes regarding sexual orientation (socially sensitive) or attitudes regarding age (less sensitive). The age-instruction led to increased homonegativity but not to a stronger correlation with an Implicit Association Test (IAT; Greenwald, McGhee & Schwartz, 1998) with homo/heterosexual couples. Concerns regarding the construct validity of the present implementation of the IAT were alleviated in Experiment 2, where heterosexual (n= 30) but not homosexual (n= 30) participants showed implicit homonegativity. The current findings are problematic for the interpretation of low correspondence between implicit and explicit attitude measures as being primarily an effect of self-presentation concerns.