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.     

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.     

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.     

Attitudes and the Implicit Association Test.

Three studies examined the relationship between the Implicit Association Test (IAT) and explicit attitudes. In the 1st and all subsequent studies, the lack of any correlation between the IAT and explicitly measured attitudes supports the view that the IAT is independent from explicit attitudes. Study 2 examined the relationships among the IAT, explicit attitudes, and behavior and found that the explicit attitudes predicted behavior but the IAT did not. Finally, in Study 3 it was found that the IAT was affected by exposing participants to new associations between attitude objects, whereas the explicit attitudes remained unchanged. Taken together, these results support an environmental association interpretation of the IAT in which IAT scores reflect the associations a person has been exposed to in his or her environment rather than the extent to which the person endorses those evaluative associations.     

On the self-regulation of implicit and explicit prejudice: a self -determination theory perspective

The present study identifies a broad taxonomy of motives underlying the desire to regulate prejudice and assess the impact of motivation to regulate prejudice on levels of explicit and implicit prejudice. Using self-determination theory as the foundation, six forms of motivation to regulate prejudice are proposed. In Study 1 (N = 257), an exploratory factor analysis reveals evidence for the six proposed dimensions. In Study 2 (N = 198), the six-factor taxonomy of motivation to regulate prejudice is further validated using a confirmatory factor analysis, and construct validity is obtained. In Study 3 (N = 62), motivation to regulate prejudice is manipulated before participants complete the Implicit Association Test (IAT) and explicit measures of prejudice. Results reveal that those with highly self-determined regulation of prejudice demonstrate lower implicit and explicit prejudice than their less self-determined counterparts. Results are discussed in terms of an increased understanding of the motivation to control prejudice.     

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.     

Cognitive mechanisms underlying implicit negative self concept in dysphoria

Whereas explicit measures of the self-concept typically demonstrate a negative bias in depressed individuals, implicit measures such as the Implicit Association Test (IAT), revealed an opposite, positive bias. To address this inconsistent pattern, the authors examined, using a novel paradigm, mental set maintenance (i.e., the difficulty of maintaining active a required mental set) and set operation (the efficiency of executing the mental set while it is maintained). Dysphoric (N = 33) and nondysphoric (N = 30) participants alternated between an IAT focusing on self reference and a matched neutral task. Nondysphorics had greater difficulty in maintaining a negative self reference task compared to a neutral task. Conversely, dysphorics did not exhibit such difficulty, and they maintained a negative self-reference task more easily than nondysphorics. No group differences were evinced in smoothness of set operation. These results suggest that the shield protecting nondysphorics from maintaining negative mental sets is absent in dysphorics.     

The IAT as a predictor of food choice: The case of fruits versus snacks

One of the issues concerning the application of implicit measures like the IAT is whether they can be successfully applied to consumer choices. The empirical evidence of the predictive validity of the IAT so far has been mixed, both at the level of eating habits and of specific behavioural food choices. Moreover, whereas the predictive validity of the IAT has been tested in a number of studies, its incremental validity has not been studied as thoroughly. In this contribution, four studies, run at different points in time and analysed as a single sample (N = 399), tested the predictive and incremental validity of an IAT of attitudes towards fruits versus snacks on the choice of a fruit or a snack at the end of the experimental session. Specifically, an additive pattern in which both implicit and explicit measures predict independently, and an interactive one in which implicit and explicit measures predict interactively, were tested for the prediction of the behavioural preference towards snacks or fruits. The results showed that the IAT has both predictive and incremental validity, over and above the significant prediction provided by explicit measures for behavioural food choice. Furthermore, no interaction effect between implicit and explicit measures in the behavioural prediction was obtained, supporting the additive rather than the interactive pattern. Finally, only the explicit attitude towards snacks predicted behavioural choice whereas the explicit attitude towards fruits did not. This result indirectly suggests that a single target IAT might be fruitfully adopted in future research.     

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.     

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.     

Moderator effects of attitudinal ambivalence on attitude–behaviour relationships

Attitudinal ambivalence is generally construed as existing when the same attitude object is evaluated simultaneously as both positive and negative. The present research examined the moderating role of attitudinal ambivalence (as assessed by split‐semantic differential measure) on the relationship between bipolar semantic differential measures of attitude and subsequent behaviour using moderated regression analysis. In Study 1, higher levels of attitudinal ambivalence were shown to result in weaker attitude–behaviour relationships for eating a low‐fat diet (N = 140) and eating 5 portions of fruit and vegetables per day (N = 142). Study 2 (N = 361) replicated this effect when also including a measure of past behaviour for eating a low‐fat diet. Implications for understanding the relationship between attitudes and behaviour are discussed. Copyright © 2002 John Wiley & Sons, Ltd.     

Reducing the influence of extrapersonal associations on the Implicit Association Test: personalizing the IAT

The authors argue that the Implicit Association Test (IAT; A.G. Greenwald, D.E. McGhee, & J.L.K. Schwartz, 1998) can be contaminated by associations that do not contribute to one's evaluation of an attitude object and thus do not become activated when one encounters the object but that are nevertheless available in memory. The authors propose a variant of the IAT that reduces the contamination of these "extrapersonal associations." Consistent with the notion that the traditional version of the IAT is affected by society's negative portrayal of minority groups, the "personalized" IAT revealed relatively less racial prejudice among Whites in Experiments 1 and 2. In Experiments 3 and 4, the personalized IAT correlated more strongly with explicit measures of attitudes and behavioral intentions than did the traditional IAT. The feasibility of disentangling personal and extrapersonal associations is discussed.     

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.     

What does the implicit association test measure? A test of the convergent and discriminant validity of prejudice-related IATs

Drawing on recent criticism of the Implicit Association Test (IAT), the present study tested the convergent and discriminant validity of two prejudice-related IATs to corresponding explicit prejudice measures in a German student sample (N = 61). Confirming convergent validity, (a) an IAT designed to assess negative associations related to Turkish people was significantly related to the explicit endorsement of prejudiced beliefs about Turkish people, and (b) an IAT designed to assess negative associations related to East Asians was significantly related to explicit prejudice against East Asians. Moreover, confirming discriminant validity, (c) the Asian IAT was unrelated to the explicit endorsement of prejudiced beliefs about Turkish people, and (d) the Turkish IAT was unrelated to explicit prejudice against Asian people. These results further corroborate the assumption that the IAT is a valid method to assess the strength of evaluative associations in the domain of prejudice and stereotypes.     

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.     

Using the Implicit Association Test to Assess Children's Implicit Attitudes toward Smoking

The development and psychometric properties of an Implicit Association Test (IAT) measuring implicit attitude toward smoking among fifth grade children were described. The IAT with "sweets" as the contrast category resulted in higher correlations with explicit attitudes than did the IAT with "healthy foods" as the contrast category. Children with family members who smoked (versus non-smoking) and children who were high in sensation seeking (versus low) had a significantly more favorable implicit attitude toward smoking. Further, implicit attitudes became less favorable after engaging in tobacco prevention activities targeting risk perceptions of addiction. Results support the reliability and validity of this version of the IAT and illustrate its usefulness in assessing young children's implicit attitude toward smoking.     

Methodological and dispositional predictors of congruence between implicit and explicit need for achievement

In this research, the authors questioned the statistical independence of implicit and explicit motives. Their first aim was to identify a methodological factor that may have weakened implicit-explicit motive correlations in past research. Their second aim was to identify personality traits that moderate implicit-explicit motive congruence. They found that implicit and explicit need for achievement (nAch) are significantly correlated, but only if the implicit and explicit measures are matched in content. Three traits were found to uniquely moderate the relationship between implicit and explicit nAch: private body consciousness, self-monitoring, and preference for consistency. These findings indicate that implicit and explicit nAch are systematically related and suggest that some individuals may use implicit nAch as a foundation for the development of explicit nAch.     

Implicit bias and contact: the role of interethnic friendships

In 2 studies, the authors examined the role of interethnic friendship with African Americans or Latinos in predicting implicit and explicit biases against these groups. White participants completed the Implicit Association Test (IAT; Greenwald, A. G., McGhee, D. E., & Schwartz, J. L. K., 1998), several self-report bias measures, and a friendship questionnaire. Participants with close friends who were members of the target group exhibited less implicit prejudice than participants without close friends from the target group. Friendship influenced only 2 of the 7 explicit measures, a result that likely stems from social desirability bias rather than truly non-prejudiced attitudes. Results support the importance of contact, particularly interethnic friendship, in improving intergroup attitudes.     

The role of faith in intuition, need for cognition and method of attitude formation in implicit–explicit brand attitude relationship strength

We tested the hypothesis that Faith in Intuition (FI) would moderate implicit–explicit attitude relationship strength for attitudes formed via associative processes, but not propositional processes. Experiments 1 and 2 demonstrated that FI moderated I–E relationship strength for attitudes formed via evaluative conditioning. High FI people had stronger I–E correlations. Experiment 2 showed that FI did not moderate I–E relationship strength for attitudes formed via propositional reasoning. Those low in Need for Cognition (NC), however, showed stronger I–E correlations than those high in NC. The importance of considering trait variables in combination with the method of attitude formation is discussed.