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.     

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.     

Implicit Attitudes Toward Arab-Muslims and the Moderating Effects of Social Information

Three studies examined the relative valence and strength of implicit attitudes toward Arab-Muslims using the Implicit Association Test (IAT) while exploring the moderation of such implicit effects. Studies have suggested that repeated exposure to information associating members of a social group (e.g., Arab-Muslims) with evaluative attributes (e.g., terrorism) might create automatic attitudes toward them. Consistent with this notion, the IAT results indicated strong implicit preference for White over Arab-Muslim, whereas the magnitude of such a bias was substantially diminished when assessed by explicit measures (Study 1). It is also interesting to note that participants exhibited implicit preference for Black over Arab-Muslim when measured by the IAT, whereas no difference was found between the 2 groups in stimulus familiarity and in explicit attitudes (Studies 2 and 3). However, such implicit effects were moderated when participants were exposed to positive information about Arab-Muslims (Study 3). Theoretical and practical implications of these findings are further discussed.     

Implicit and Explicit Attitudes to Alcohol in Alcohol Dependent and Non-Alcohol Dependent Samples

Measures of implicit and explicit attitudes to alcohol have been used to predict drinking behavior. Early studies with the bipolar Implicit Association Test (IAT) indicated that heavy drinkers hold negative implicit attitudes to alcohol. More recent studies using the unipolar IAT have found that positive implicit attitudes to alcohol are associated with drinking behavior in samples of university students. The present study is the first to use a unipolar single target IAT to assess positive alcohol-related attitudes in two samples with alcohol dependency compared to a non-alcohol dependent control group. A group of recently detoxed alcohol dependent adults entering a treatment program (n?=?22), a group of alcohol dependent adults who had been in treatment for 3 months (n?=?22), and a group of age matched adults who had no history of alcohol dependence (n?=?22) were compared on a positive unipolar single target IAT and an explicit attitude measure. Results indicated that alcohol dependent participants showed stronger positive implicit attitudes, and stronger negative explicit associations compared to non-alcohol dependent participants, but there were no differences between the two groups with alcohol dependency. The findings are discussed in terms of the role of the IAT as an assessment tool for those undertaking treatment for alcohol problems and the implications for targeting unconscious attitudes to alcohol in a clinical setting.     

The associations in our heads belong to us: Searching for attitudes and knowledge in implicit evaluation

Explicitly, humans can distinguish their own attitudes from evaluations possessed by others. Implicitly, the viability of a distinction between attitudes and evaluative knowledge is less clear. We investigated relations between explicit attitudes, cultural knowledge and the Implicit Association Test (IAT). In seven studies (158 samples, N=107,709), the IAT was reliably and variably related to explicit attitudes, and explicit attitudes accounted for the relationship between the IAT and cultural knowledge. We suggest that people do not have introspective access to the associations formed via experience in a culture. Ownership of mental associations is established by presence in mind and influence on thinking, feeling and doing. Regardless of origin, associations are influential depending on their availability, accessibility, salience, and applicability. Distinguishing associations as “not mine” is a self-regulatory act and contributes to the distinction between explicit evaluation, where such acts are routine, and implicit evaluation, where they are not.     

What goes well with physics? Measuring and altering the image of science

Background. In view of the shortage of students majoring in science, we examined the image of physics in terms of students' implicit, automatic associations with physics. Aims. To describe the specific image of physics that might alienate students (difficulty, masculinity, heteronomy) and test an intervention for altering the image. Samples. In Study 1 the sample consisted of 63 school students (11th grade) and in Study 2 the sample consisted of 71 undergraduates. Methods. Study 1 measured participants' implicit associations between physics (relative to English) and the image dimensions of difficulty, masculinity and heteronomy, implicit attitudes towards and identification with physics using latency data (Implicit Association Test; IAT) and explicit attitudes using a questionnaire. Study 2 was an experimental treatment that required reading a text (treatment group) that emphasized the importance of discourse and creativity for science versus a school textbook for physics (control group). Dependent variables: implicit attitudes (IAT). Results. Students in Study 1 associated physics (relative to English) more easily with words referring to difficulty (than to ease), to males (than to females), to heteronomy (than to self‐realization), to unpleasantness (relative to pleasant words) and to others (relative to words referring to self). The three image aspects of difficulty, masculinity and heteronomy predicted explicit attitudes. Participants in the treatment group in Study 2 showed a significant reduction of the IAT effects compared to the control group. Conclusions. The findings indicate that students' negative explicit attitudes towards physics coincide with negative implicit associations about physics. An intervention addressing the alteration of implicit associations proved to be fruitful. Implications for science education are discussed.     

Attitude importance as a moderator of the relationship between implicit and explicit attitude measures

The authors examined attitude importance as a moderator of the relationship between the Implicit Association Test (IAT) and explicit attitude measures. In Study 1 (N = 194), as ratings of attitude importance regarding the 2000 presidential election increased, the strength of the relationship between a Bush-Gore IAT and explicit attitude measures also increased. Study 2 provided a conceptual replication of these results using attitudes toward Coke and Pepsi (N = 112). In addition, across both studies, explicit attitude measures were better predictors of deliberative behaviors than IAT scores. In Study 3 (N = 77), the authors examined the role of elaboration as a mechanism by which attitude importance may moderate IAT-explicit attitude correlations. As predicted, increased elaboration resulted in stronger IAT-explicit attitude correlations. Other possible mechanisms by which attitude importance may moderate the IAT-explicit attitude relationship also are discussed.     

Do negative implicit associations indicate negative attitudes? Social explanations moderate whether ostensible “negative” associations are prejudice-based or empathy-based

The present work challenges the idea that implicit evaluative associations with outgroups necessarily provide information about negative or prejudiced attitudes. We argue that the manner in which one explains outgroup status and action shapes whether one's implicit “negative” associations are prejudice-based or empathy-based. Four studies are consistent with this possibility. Study 1 suggests that whereas implicit “negative” associations are predictive of negative explicit attitudes among those who reject external explanations for African American status and action, such implicit “negativity” predicts positive explicit attitudes among those who endorse external explanations. Study 2 provides experimental evidence that the provision of external explanations results in the formation of implicit “negative” associations that are predictive of compassionate responding. Study 3 provides more direct support for the idea that implicit “negative” associations are empathy-based among external explainers by showing that such “negative” associations are positively correlated with a measure of dispositional empathy-proneness. Finally, Study 4 demonstrates that IAT “negativity” is associated with automatic activation of empathy-related associations among those who strongly endorse external explanations. Discussion centers on the importance of considering factors—such as social explanations—that may moderate whether implicit “negativity” is prejudice-based or empathy-based.     

Using the implicit association test to measure age differences in implicit social cognitions

Two studies investigated the use of the Implicit Association Test (IAT; A. G. Greenwald, D. E. McGhee, & J. L. K. Schwartz, 1998) to study age differences in implicit social cognitions. Study I collected IAT (implicit) and explicit (self-report) measures of age attitudes, age identity, and self-esteem from young, young-old, and old-old participants. Study 2 collected IAT and explicit measures of attitudes toward flowers versus insects from young and old participants. Results show that the IAT provided theoretically meaningful insights into age differences in social cognitions that the explicit measures did not, supporting the value of the IAT in aging research. Results also illustrate that age-related slowing must be considered in analysis and interpretation of IAT measures.     

Self,Identity, and the Natural Environment: Exploring Implicit Connections With Nature1

Using the Implicit Association Test (IAT), we examined the tendency for people to associate self with natural or built environments, the malleability of these scores across context, and the relationship between these implicit associations and explicit attitudes about environmental issues. Five studies are reported using a handheld IAT administration in a variety of field contexts. The psychometric properties of the handheld administration were comparable to those obtained with laboratory administration. The cumulative results across the 5 studies suggest that implicit self–nature associations are malleable, but that change requires long‐term or repeated experiences. Findings are interpreted within a model of environmental identity.     

Predictive validity of an Implicit Association Test for assessing anxiety

The Implicit Association Test (IAT) was adapted to measure anxiety by assessing associations of self (vs. other) with anxiety-related (vs. calmness-related) words. Study 1 showed that the IAT-Anxiety exhibited good internal consistency and adequate stability. Study 2 revealed that the IAT-Anxiety was unaffected by a faking instruction. Study 3 examined the predictive validity of implicit and explicit measures and showed that the IAT-Anxiety was related to changes in experimenter-rated anxiety and performance decrements after failure. Study 4 found that several behavioral indicators of anxiety during a stressful speech were predicted by the IAT. Taken together, these studies show that the IAT-Anxiety is a reliable measure that is able to predict criterion variables above questionnaire measures of anxiety and social desirability.     

Not all automatic associations are created equal: How implicit normative evaluations are distinct from implicit attitudes and uniquely predict meaningful behavior

We propose a new construct (implicit normative evaluations) that purports to measure automatic associations about societal evaluations. We develop a new measure of this construct based on a modification of the Implicit Association Test (IAT) and describe how it is related to but not redundant with implicit attitudes and explicit normative evaluations. Study 1 provided evidence that implicit normative evaluations and implicit attitudes uniquely predicted evaluations measured by the traditional IAT. Study 2 demonstrated that Asian-Canadian immigrants' implicit normative evaluations toward older people became more negative the longer they were in Canada. Study 3 found that engineering students' (both men and women) implicit normative evaluations toward female engineers became more negative as they were exposed to engineering and that for women these negative normative evaluations predicted their intention to drop out of engineering. Study 4 demonstrated that implicit normative evaluations predicted the speed at which participants decide to “shoot” an African Canadian target on a shooter bias task (Correll, Park, Judd, & Wittenbrink, 2002). Finally, in Study 5, an experimental manipulation of an audience's reaction to racist jokes targeting people from the Middle East affected implicit normative evaluations about this group and that these implicit normative evaluations in turn affected discrimination. The implications of these results for the importance of social influence and culture in shaping thoughts and behavior are discussed.     

Underlying processes in the implicit association test: dissociating salience from associations

The authors investigated whether effects of the Implicit Association Test (IAT) are influenced by salience asymmetries, independent of associations. Two series of experiments analyzed unique effects of salience by using nonassociated, neutral categories that differed in salience. In a 3rd series, salience asymmetries were manipulated experimentally while holding associations between categories constant. In a 4th series, valent associations of the target categories were manipulated experimentally while holding salience asymmetries constant. Throughout, IAT effects were found to depend on salience asymmetries. Additionally, salience asymmetries between categories were assessed directly with a visual search task to provide an independent criterion of salience asymmetries. Salience asymmetries corresponded to IAT effects and also accounted for common variance in IAT effects and explicit measures of attitudes or the self-concept.     

Predicting the Vote: Implicit Attitudes as Predictors of the Future Behavior of Decided and Undecided Voters

Two studies assessed the predictive validity of implicit political attitudes in relation to voting behavior. In Study 1 , we demonstrated the validity of the adopted measure (i.e., the IAT; Greenwald, McGhee, & Schwartz, 1998 ) with a sample of voters who clearly sided with one of the opposing parties. In Study 2 , implicit political preferences were measured in a sample of undecided voters one month before the election, and actual voting behavior was assessed immediately after the election. Results demonstrated that implicit political attitudes were good predictors of future voting behaviors. These findings support the hypothesis of the presence of embryonic attitudes even in the case of those voters who at the explicit and conscious level deny any preference for one of the two opposing candidates.     

Implicit depression and hopelessness in remitted depressed individuals

Cognitive theories of depression posit that automatically activated cognitive schemas, including negative thoughts about the self and the future, predispose individuals to develop depressive disorders. However, prior research has largely examined these constructs using explicit tests in currently depressed individuals. Using the Implicit Association Test (IAT), the present study examined automatic associations between the self and mood state ("depression IAT") and between the future and mood state ("hopelessness IAT") before and after a negative mood induction in 19 remitted depressed individuals and 23 healthy controls. In the depression IAT, remitted depressed participants exhibited an overall lower tendency to associate themselves with happiness relative to the healthy controls before the mood induction. Control, but not remitted depressed, participants' automatic associations between the self and happiness diminished following the mood induction. Contrary to our hypotheses, no significant findings emerged when considering the hopelessness IAT. Consistent with prior studies, no significant correlations emerged between implicit and explicit biases, suggesting that these measures probe different processes. Results extend prior IAT research by documenting the presence of a reduced tendency to associate the self with happiness in a sample at increased risk for depression.     

Manipulating the role of cognitive control while taking the implicit association test

The Implicit Association Test (IAT) is one of the most widely used methods for measuring attitudes in the behavioral and social sciences. Recent studies have found that individual differences in cognitive control correlate with IAT scores. However, these studies did not collect independent measures of attitude, which makes it difficult to isolate the construct of attitude separate from cognitive control. Furthermore, no study has examined whether the role of cognitive control can be manipulated, which is necessary to establish a causal link between cognitive control and IAT performance. By collecting independent measures of attitude (explicit attitude ratings and the Affect Misattribution Procedure: AMP), Experiment 1 factored out the role of attitude for two different IATs and still found a relationship between IAT scores and cognitive control (Stroop and stop-signal). Experiments 2 and 3 manipulated the role of cognitive control through instructions and feedback regarding the race IAT's measurement goal. These manipulations increased average IAT scores (i.e., stronger preference for whites), increased the relationship with cognitive control (Stroop), and decreased the relationship with attitude (AMP). These results demonstrate that cognitive control influences IAT performance rather than merely correlating with IAT performance.     

The IAT is sensitive to the perceived accuracy of newly learned associations

Three experiments tested whether the Implicit Association Test (IAT) is sensitive to the perceived accuracy of newly learned associations. In experiment 1, participants learned to associate positive or negative attributes with two novel groups. Participants in one condition were told that the attributes accurately described the groups; in a second condition, prior to learning, they were made aware that the attributes were randomly assigned to the groups. Participants were given an IAT and an explicit measure testing attitudes towards the two groups. When the participants were told that the attributes were accurate, their IAT performance and explicit measure responses indicated a preference for the more positively described group but when the attributes were known to be arbitrary, preferences were reduced according to both measures. Experiment 2 replicated these results and demonstrated that the associations were learned even in the random condition. Experiment 3 included a condition that placed “not” before each attribute, which demonstrated that people can incorporate a negative modifier into a learned association. Explicit attitudes and the IAT showed reversed preferences in this negation condition. These experiments imply that the IAT is sensitive to the perceived accuracy of learned associations. Copyright © 2011 John Wiley & Sons, Ltd.     

Assessment of Implicit Health Attitudes: A Multitrait–Multimethod Approach and a Comparison Between Patients With Hypochondriasis and Patients With Anxiety Disorders

Two adaptations of the Implicit Association Task were used to assess implicit anxiety (IAT–Anxiety) and implicit health attitudes (IAT–Hypochondriasis) in patients with hypochondriasis (n = 58) and anxiety patients (n = 71). Explicit anxieties and health attitudes were assessed using questionnaires. The analysis of several multitrait–multimethod models indicated that the low correlation between explicit and implicit measures of health attitudes is due to the substantial methodological differences between the IAT and the self-report questionnaire. Patients with hypochondriasis displayed significantly more dysfunctional explicit and implicit health attitudes than anxiety patients, but no differences were found regarding explicit and implicit anxieties. The study demonstrates the specificity of explicit and implicit dysfunctional health attitudes among patients with hypochondriasis.     

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.     

Explicit- and Implicit Bullying Attitudes in Relation to Bullying Behavior

The main aim of this study was to examine whether an assessment of implicit bullying attitudes could add to the prediction of bullying behavior after controlling for explicit bullying attitudes. Primary school children (112 boys and 125 girls, M age = 11 years, 5 months) completed two newly developed measures of implicit bullying attitudes (a general Implicit Association Test on bullying and a movie-primed specific IAT on bullying), an explicit bullying attitude measure, and self reported, peer reported, and teacher rated bullying behavior. While explicit bullying attitudes predicted bullying behavior, implicit attitudes did not. However, a significant interaction between implicit and explicit bullying attitudes indicated that in children with relatively positive explicit attitudes, implicit bullying attitudes were important predictors of bullying behavior. Theoretical and practical implications are discussed.