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.     

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.     

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.     

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.     

A dual process model of affective and instrumental implicit attitude,self-monitoring,and sedentary behavior

IntroductionA dual process model based upon the affect and health behavior framework was used to explain sedentary behavior, where affective and instrumental components of implicit attitude were measured. Extending dual process theory, we assessed the moderating role of self-monitoring on the effects of implicit attitude on behavior.MethodIn Study 1, 148 office workers completed measures of affective and instrumental implicit attitude and self-monitoring at baseline, followed by a measure of sedentary behavior one week later. We then replicated this study in 241 undergraduates, with the addition of measures of the theory of planned behavior at the initial time point to represent conscious pathways to behavior.ResultsIn both studies there was no direct effect of either form of implicit attitude on behavior. However, self-monitoring moderated the effect of affective implicit attitude such that affective implicit attitude was a significant correlate of sedentary behavior only in those low in self-monitoring. In Study 2, sedentary behavior was also associate with intention, and intention was in turn associated with explicit affective attitude, subjective norm, and perceived behavioral control. Self-monitoring was not associated with sedentary behavior, nor did it moderate the intention-behavior relationship.DiscussionFindings suggest sedentary behavior is a largely affect driven behavior. Further, both reasoned and automatic processes contribute to sedentary behavior, but automatic processes only make a significant contribution when individuals are not consistently monitoring their behavior.     

Majority versus minority influence and prediction of behavioral intentions and behavior

Two experiments examined the effects of majority and minority influence on attitude-consistent behavioral intentions. In the first experiment, when attitudes were changed via minority influence there was a greater likelihood to engage in an attitude-consistent behavioral intention than when attitudes were changed via majority influence. This suggests that minority influence leads to stronger attitudes (based on systematic processing) that are more predictive of behavioral intentions, while attitude change via majority influence is due to compliance through non-systematic processing. Further support for this interpretation comes from the finding that the amount of message-congruent elaboration mediated behavioral intention. When there was no attitude change, there was no impact on behavioral intention to engage in an attitude-consistent behavior. Experiment 2 explored the role of personal relevance of the topic and also included a real behavioral measure. When the topic was of low personal relevance, the same pattern was found as Experiment 1. When the topic was of high personal relevance, thus increasing the motivation to engage in systematic processing, attitudes changed by both a majority and minority source increased behavioral intention and actual behavior. The results are consistent with the view that both majorities and minorities can lead to different processes and consequences under different situations.     

Understanding implicit and explicit attitude change: a systems of reasoning analysis

There is considerable controversy about how to conceptualize implicit and explicit attitudes, reflecting substantial speculation about the mechanisms involved in implicit and explicit attitude formation and change. To investigate this issue, the current work examines the processes by which new attitudes are formed and changed and how these attitudes predict behavior. Five experiments support a systems of reasoning approach to implicit and explicit attitude change. Specifically, explicit attitudes were shaped in a manner consistent with fast-changing processes, were affected by explicit processing goals, and uniquely predicted more deliberate behavioral intentions. Conversely, implicit attitudes reflected an associative system characterized by a slower process of repeated pairings between an attitude object and related evaluations, were unaffected by explicit processing goals, uniquely predicted spontaneous behaviors, and were exclusively affected by associative information about the attitude object that was not available for higher order cognition.     

Effects of diversity versus segregation on automatic approach and avoidance behavior towards own and other ethnic groups

We present the results of a study in which we measured automatic intergroup behavior and evaluations in ethnic majority and minority group members. We focus our attention on the level of segregation and diversity of immediate life contexts as indicators of outgroup exposure. Specifically, Dutch ethnic minority and majority students enrolled at ethnically segregated and diverse schools completed a measure of automatic approach and avoidance behavior and reported explicit intergroup attitudes. The research is framed into prevailing theories in the field: Social Identity Theory and System Justification Theory. Results of our study suggest that segregation of minority group members' immediate life context may be an important moderator of evaluations as well as approach and avoidance behavior toward ingroup and outgroup. In particular, minority members in segregated schools showed an approach bias towards their ingroup, whereas minority members in diverse schools showed an approach bias towards the majority outgroup.     

The role of automatic obesity stereotypes in real hiring discrimination

This study examined whether automatic stereotypes captured by the implicit association test (IAT) can predict real hiring discrimination against the obese. In an unobtrusive field experiment, job applications were sent to a large number of real job vacancies. The applications were matched on credentials but differed with respect to the applicant's weight. Discriminatory behavior was quantified by the extent to which the hiring managers invited normal-weight versus obese applicants to a job interview. Several months after the behavioral data were obtained, the hiring managers completed an obesity IAT and explicit hiring preference measures. Only the IAT scores reliably predicted interview decisions. More specifically, hiring managers holding more negative automatic stereotypes about the obese were less likely to invite an obese applicant for an interview. The present research is the first to show that automatic bias predicts labor market discrimination against obese individuals. Practical implications are discussed.     

内隐和外显测量对利他行为的预测:来自IAT和BIAT的证据

利他行为是指人们自愿付出一定代价做出的有益于他人的行为。该研究以联结性-推理性评价模型为理论基础探讨内隐和外显测量对利他行为的预测效度,研究以193名大学生为被试,将4种内隐利他测量方法和1种外显利他测量方法相结合,以自发性水平不同的3种利他行为为结果变量。结果发现,IAT和BIAT的信度和效度较好,BIAT尤其值得采用。内隐利他自我概念测量能有效地预测真实情境中自发性较高的捐助行为,外显测量则预测了意识控制下自我报告的利他行为。结果表明,只有内隐利他自我概念测量能预测真实情境中快速发生的利他行为。其作用是外显利他测量和内隐利他态度测量所不能代替的。     

内隐联想测验：信度、效度及原理

内隐联想测验（Implicit Association Test）是一种评估个体对两个概念的自动化联系强度的间接测量方法,近年来被广泛应用于内隐社会认知研究。有很多证据显示,较之于外显测验,IAT能为研究提供更多新的信息,但其信度、效度指标都有待改善,而且不同学者对其测验原理仍有不同解释。因此,研究者对IAT的应用及对其结果的解释需持谨慎态度。另外,文章还简单介绍了IAT数据处理的新方法和一些IAT的变式。     

The theory of planned behavior and healthy eating.

Application of the theory of planned behavior (TPB) to healthy eating in 144 health promotion clinic attendees is reported. Respondents completed self-report TPB measures after the clinic (Time 1) and 6 months later (Time 2) with a measure of perceived past behavior. Intention stability was assessed on Time 1-2 differences. Six years later (Time 3), respondents completed measures of healthy eating intentions and behavior. Intentions were predicted by attitudes, perceived behavioral control, and perceived past behavior (cross-sectionally). Healthy eating behavior (Time 3) was predicted from intentions (Time 2). As intention stability increased, intentions and perceived past behavior became stronger and weaker predictors of behavior, respectively. Implications for understanding health cognitions in long-term performance of health behavior are discussed.     

Multitrait Multimethod validation of Implicit Association Test as a measure of individual differences in personality: Is there personality at all?

The objective of the study was to investigate the validity of IAT in the assessment of the Big five personality traits. We employed the Multi-Trait Multi-Method (MTMM) approach on a sample of 146 respondents. We collected measures on IATs assessing Big five personality traits, self-reports, and two ratings of close others of different gender on NEO PI-R. Additionally, we assessed behavior related to the Big five personality traits in a structured interview where three experts independently provided rating measures. MTMM analyses suggest that personality IAT measures have little in common with personality traits measured traditionally using explicit methods. The evidence does not support the claim that personality IAT can serve as a valid measure of individual differences in personality traits.     

Using the implicit association test to measure self-esteem and self-concept

Experiment 1 used the Implicit Association Test (IAT; A. G. Greenwald, D. E. McGhee, & J. L. K. Schwartz, 1998) to measure self-esteem by assessing automatic associations of self with positive or negative valence. Confirmatory factor analysis (CFA) showed that two IAT measures defined a factor that was distinct from, but weakly correlated with, a factor defined by standard explicit (self-report) measures of self-esteem. Experiment 2 tested known-groups validity of two IAT gender self-concept measures. Compared with well-established explicit measures, the IAT measures revealed triple the difference in measured masculinity-femininity between men and women. Again, CFA revealed construct divergence between implicit and explicit measures. Experiment 3 assessed the self-esteem IAT's validity in predicting cognitive reactions to success and failure. High implicit self-esteem was associated in the predicted fashion with buffering against adverse effects of failure on two of four measures.     

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.     

A pictorial attitude IAT as a measure of implicit motives

We tested the hypothesis that a pictorial attitude variant of the Implicit Association Test (PA‐IAT) is a valid measure of implicit motives. The PA‐IAT aims to capture attitudes towards pictures that are related to implicit motives. In the first two studies, we showed that the pictorial attitude Implicit Association Test (IAT) correlated more highly with non‐IAT measures of implicit motives than other IAT variants. In the third study, we established the validity of the PA‐IAT experimentally and showed that the pictorial attitude IAT correlated with non‐declarative behavioural measures only if implicit motives were aroused. Copyright © 2010 John Wiley & Sons, Ltd.     

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.     

情绪、态度与行为的关系：基于APE模型

以Gawronski & Bodenhausen（2006）提出的联结性-推理性评价模型（associative-propositional evaluation model, APE）为基础,分析情绪在内隐态度向外显态度转化过程中的作用,以及情绪、态度与行为的关系。研究通过操纵被试的情绪状态（积极或消极）,分析了不同情绪下个体对薯片的外显态度、内隐态度对其在五分钟内食用薯片数量的预测作用。研究发现,外显态度可以预测行为结果;而内隐态度对行为结果的预测受到情绪的调节,积极情绪下内隐态度能够预测行为结果,消极情绪下内隐态度不预测行为结果。因此,与消极情绪相比,积极情绪降低了个体对内隐态度进行修正的可能性,促使个体基于内隐态度直接构建外显态度,从而使得内隐态度能够预测行为结果。研究最后分析了情绪影响内隐态与行为之间关系的心理机制、本研究的理论价值及未来的研究方向。     

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.     

Distinguishing Between Perceived Behavioral Control and Self-Efficacy in the Domain of Academic Achievement Intentions and Behaviors

We examined whether perceived behavioral control (PBC) and self-efficacy (S-E) can be distinguished empirically, and whether they make different contributions to the prediction of intentions and behavior. The behavioral criterion was performance in 3 high-school examinations. Measures of attitude, subjective norm, PBC, S-E, and intention were taken before the examinations. Grade achieved served as the behavioral measure. Factor analysis of items intended to measure PBC and S-E extracted 2 factors: confidence in ability to achieve the behavioral outcome, and belief that the outcome can be influenced by own efforts. Scores on these factors were labeled S-E and perceived control, respectively. Behavior was predicted better by S-E than by intentions, and intentions were more closely related to S-E than to attitudes, subjective norms, or perceived control.