Using the Implicit Association Test to Assess Risk Propensity Self‐concept: Analysis of its Predictive Validity on a Risk‐taking Behaviour in a Natural Setting

The present work analyses the predictive validity of measures provided by several available self‐report and indirect measurement instruments to assess risk propensity (RP) and proposes a measurement instrument using the Implicit Association Test: the IAT of Risk Propensity Self‐Concept (IAT‐RPSC), an adaptation of the prior IAT‐RP of Dislich et al. Study 1 analysed the relationship between IAT‐RPSC scores and several RP self‐report measures. Participants' risk‐taking behaviour in a natural setting was also assessed, analyzing the predictive validity of the IAT‐RPSC scores on risk‐taking behaviour compared with the self‐report measures. Study 2 analysed the predictive validity of the IAT‐RPSC scores in comparison with other indirect measures. Results of these studies showed that the IAT‐RPSC scores exhibited good reliability and were positively correlated to several self‐report and indirect measures, providing evidence for convergent validity. Most importantly, the IAT‐RPSC scores predicted risk‐taking behaviour in a natural setting with real consequences above and beyond all other self‐report and indirect measures analysed. Copyright © 2013 European Association of Personality Psychology     

Development of Indirect Measures of Conscientiousness: Combining a Facets Approach and Network Analysis

Because indirect measures of personality self‐concepts such as the Implicit Association Test (IAT) allow tapping into automatic processes, they can offer advantages over self‐report measures. However, prior investigations have led to mixed results regarding the validity of indirect measures of conscientiousness. We suggest that these results might be due to a failure to consider the different facets of conscientiousness. These facets are of crucial importance because they are associated differentially with other psychobiological constructs and they are also characterized by different mechanisms. Therefore, focusing on facets while developing indirect measures of conscientiousness may improve the validity of such measures. In Study 1, we conducted a psycholexical investigation to develop one IAT for each conscientiousness facet. In Study 2, we examined the convergent and discriminant validities of each facet IAT in relation to self‐report measures, peer‐report measures and self‐report behavioural indicators, and we investigated differential associations of the conscientiousness facets with working memory capacity and self‐control. We employed network analysis as a novel approach to elucidate differential relationships involving personality facets. The results corroborated the convergent and discriminant validity of the conscientiousness facet IATs with self‐reports and showed that the conscientiousness facets were differentially associated with working memory capacity and with self‐control. Copyright © 2015 European Association of Personality Psychology     

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.     

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.     

On the Validity of Idiographic and Generic Self‐Concept Implicit Association Tests: A Core‐Concept Model

We present a core‐concept model (CCM) suggesting that stimulus centrality is an important factor in category representations in implicit measures. We tested the hypothesis that idiographic stimuli (first name, birthday) are more central and therefore assess self‐concept in Implicit Association Tests (IATs) more validly than generic and nonspecific stimuli (me, you). Superior validity of the idiographic variant emerged across three different domains of self‐concept. First, an idiographic self‐esteem IAT displayed higher correlations than a generic IAT with self‐assessments and observer‐assessments of self‐esteem. Second, an idiographic body scheme‐IAT predicted subjective ratings of body image and objective body‐mass index. Third, an idiographic aggressiveness‐IAT had higher incremental validity for unprovoked aggression when interacting with explicit measures of aggressiveness. We conclude that idiographic stimuli focus participants' attention on the core features of the self, hence, tapping into self‐related associations to a stronger degree than generic stimuli. Copyright © 2011 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.     

Identification With Video Game Characters as Automatic Shift of Self-Perceptions

Two experiments tested the prediction that video game players identify with the character or role they are assigned, which leads to automatic shifts in implicit self-perceptions. Video game identification, thus, is considered as a kind of altered self-experience. In Study 1 (N = 61), participants either played a first-person shooter game or a racing game. Subsequently, they performed an Implicit Association Test (IAT) designed to detect cognitive associations between character-related concepts and players' self. Findings indicate a stronger automatic association of military-related concepts to shooter players' self and a stronger association of racing-related concepts to racing game players' self. Study 2 (N = 48) replicated the IAT result from Study 1 and demonstrated the stability of the identification pattern. Implications for identification as an element of the video game experience and future research directions are discussed.     

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.     

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.     

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.     

Reliability of implicit self‐esteem measures revisited

This study investigated the internal consistencies and temporal stabilities of different implicit self‐esteem measures. Participants (N = 101) responded twice—with a time lag of 4 weeks—to five different tasks: the Implicit Association Test (IAT), the Brief Implicit Association Test (BIAT), the Affective Priming Task (APT), the Identification‐Extrinsic Affective Simon Task (ID‐EAST) and the Name‐Letter Task (NLT). As expected, the highest reliability coefficients were obtained for the self‐esteem IAT. Importantly, the internal consistencies and the temporal stabilities of the APT, the ID‐EAST, and the NLT were substantially improved by using material, structural, and analytic innovations. In particular, the use of the adaptive response‐window procedure for the APT, the computation of error scores for the ID‐EAST, and the computation of a double corrected scoring algorithm for the NLT yielded reliability coefficients comparable to those of the established IAT. Implications for the indirect assessment of self‐esteem are discussed. Copyright © 2010 John Wiley & Sons, Ltd.     

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.     

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.     

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.     

Predicting Self‐Confident Behaviour with Implicit and Explicit Self‐Esteem Measures

The present research compared the validity of popular direct and indirect measures of self‐esteem in predicting self‐confident behaviour in different social situations. In line with behavioural dual‐process models, both implicit and explicit self‐esteem were hypothesized to be related to appearing self‐confident to unacquainted others. A total of 127 participants responded to the Rosenberg Self‐Esteem Scale, the Multidimensional Self‐Esteem Scale, and an adjective scale for measuring explicit self‐esteem (ESE). Participants' implicit self‐esteem (ISE) was assessed with four indirect measures: the Implicit Association Test (IAT), the name‐letter task (NLT), and two variants of an affective priming task, the reaction‐time affective priming task (RT‐APT) and the error‐based affective priming task (EB‐APT). Self‐confident behaviour was observed in four different social situations: (i) self‐introduction to a group; (ii) an ostracism experience; (iii) an interview about the ostracism experience; and (iv) an interview about one's personal life. In general, appearing self‐confident to unknown others was independently predicted by ESE and ISE. The indirect measures of self‐esteem were, as expected, not correlated, and only the self‐esteem APTs—but not the self‐esteem IAT or the NLT—predicted self‐confident behaviours. It is important to note that in particular the predictive power of the self‐esteem EB‐APT pertained to all four criteria and was incremental to the ESE measures. Copyright © 2016 European Association of Personality Psychology     

What's in an accent? General spontaneous biases against nonnative accents: An investigation with conceptual and auditory IATs

Nonnative accents are prevalent in our globalized world and constitute highly salient cues in social perception. Whereas previous literature has commonly assumed that they cue specific social group stereotypes, we propose that nonnative accents generally trigger spontaneous negatively biased associations (due to a general nonnative accent category and perceptual influences). Accordingly, Study 1 demonstrates negative biases with conceptual IATs, targeting the general concepts of accent versus native speech, on the dimensions affect, trust, and competence, but not on sociability. Study 2 attests to negative, largely enhanced biases on all dimensions with auditory IATs comprising matched native–nonnative speaker pairs for four accent types. Biases emerged irrespective of the accent types that differed in attractiveness, recognizability of origin, and origin‐linked national associations. Study 3 replicates general IAT biases with an affect IAT and a conventional evaluative IAT. These findings corroborate our hypotheses and assist in understanding general negativity toward nonnative accents.     

How Implicit–Explicit Consistency of the Intelligence Self‐Concept Moderates Reactions to Performance Feedback

At present, it is not well understood which individual characteristics determine whether individuals will benefit or suffer from feedback about suboptimal performance. Three separate studies tested the idea that individuals' reactions to (neutral versus negative; positive versus negative) feedback as either improving or deteriorating performance in intelligence tests depended on their explicit and implicit self‐concept of intelligence (eSCI and iSCI). In all studies (Study 1, N = 177; Study 2, N = 165; Study 3, N = 132), persons with low eSCI/high iSCI showed a boost in performance after negative feedback, whereas persons with any other combination showed a decline in performance. The studies also provide an explanation for these effects in terms of mediating mechanisms. Whereas the performance boost of individuals with low eSCI/high iSCI can be best explained by achievement‐related reactance (Studies 2 and 3) and decrease in ruminative thinking (Study 3), the performance declines in the other configurations were mediated by decreased achievement motivation, increased frustration and increased outrage (Study 3). All these mediating mechanisms proved independent and incremental in a bootstrapping‐based moderated meditation analysis. The results are discussed in light of the construct validity of our Implicit Association Test (IAT) and IATs in general. Copyright © 2013 John Wiley & Sons, Ltd.     

Using the self to change implicit attitudes

Implicit attitudes are automatic evaluations that occur upon encountering an object. Pairing a particular object with one's self should lead to a positive implicit evaluation of that object as, on the whole, people evaluate themselves positively. Study 1 (N = 83) demonstrated that asking participants to associate themselves with a particular drink (A) and others with an alternative drink (B) was enough to enhance implicit preference for drink A over drink B indexed by scores on the Implicit Association Test (IAT). Two further studies were conducted to rule out the possibility that the effects of the manipulation were restricted to the procedure and measures adopted in Study 1. Study 2 (N = 81) tested the mechanism underlying the effects of the manipulation. The results suggested that the change in implicit attitudes towards the drinks varied as a function of the level of one's self‐esteem. Specifically, associating one's self with drink A led to more favourable implicit attitudes towards drink A particularly when one's self was evaluated more positively. In the third study (N = 44), the basic effect of the manipulation was replicated in an alternative measure of implicit attitudes (the Affect Misattribution Procedure). In all three studies, the effects were unique to implicit measures and did not generalize to explicit measures. Copyright © 2009 John Wiley & Sons, Ltd.     

Process components of the Implicit Association Test: a diffusion-model analysis

The authors present a diffusion-model analysis of the Implicit Association Test (IAT). In Study 1, the IAT effect was decomposed into 3 dissociable components: Relative to the compatible phase, (a) ease and speed of information accumulation are lowered in the incompatible phase, (b) more cautious speed-accuracy settings are adopted, and (c) nondecision components of processing require more time. Studies 2 and 3 assessed the nature of interindividual differences in these components. Construct-specific variance in the IAT relating to the construct to be measured (such as implicit attitudes) was concentrated in the compatibility effect on information accumulation (Studies 2 and 3), whereas systematic method variance in the IAT was mapped on differential speed-accuracy settings (Study 3). Implications of these dissociations for process theories of the IAT and for applications are discussed.