Discriminating between the effects of valence and salience in the Implicit Association Test

The Implicit Association Test (IAT) is the most widely used indirect measure of attitudes in social psychology. It has been suggested that artefacts such as salience asymmetries and familiarity can influence performance on the IAT. Chang and Mitchell (2009) proposed that the ease with which IAT stimuli are classified (classification fluency) is the common mechanism underlying both of these factors. In the current study, we investigated the effect of classification fluency on the IAT and trialled a measure-the split IAT-for dissociating between the effects of valence and salience in the IAT. Across six experiments, we examined the relationship between target classification fluency and salience asymmetries in the IAT. In the standard IAT, the more fluently classified target category was, all else being equal, compatible with pleasant attributes over unpleasant attributes. Furthermore, the more fluently classified target category was more easily classified with the more salient attribute category in the split IAT, independent of evaluative associations. This suggests that the more fluently classified category is also the more salient target category.     

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.     

Perceptual cues in nonverbal vocal expressions of emotion

The Implicit Association Test (IAT) is the most widely used indirect measure of attitudes in social psychology. It has been suggested that artefacts such as salience asymmetries and familiarity can influence performance on the IAT. Chang and Mitchell (2009) Chang, B. and Mitchell, C. J. 2009. Processing fluency as a source of salience asymmetries in the Implicit Association Test. Quarterly Journal of Experimental Psychology, 62: 2030–2054. [Taylor &; Francis Online], [Web of Science ®] , [Google Scholar] proposed that the ease with which IAT stimuli are classified (classification fluency) is the common mechanism underlying both of these factors. In the current study, we investigated the effect of classification fluency on the IAT and trialled a measure—the split IAT—for dissociating between the effects of valence and salience in the IAT. Across six experiments, we examined the relationship between target classification fluency and salience asymmetries in the IAT. In the standard IAT, the more fluently classified target category was, all else being equal, compatible with pleasant attributes over unpleasant attributes. Furthermore, the more fluently classified target category was more easily classified with the more salient attribute category in the split IAT, independent of evaluative associations. This suggests that the more fluently classified category is also the more salient target category.     

Self-generated cognitive fluency as an alternative route to preference formation

People tend to prefer fluently processed over harder to process information. In this study we examine two issues concerning fluency and preference. First, previous research has pre-selected fluent and non-fluent materials. We did not take this approach yet show that the fluency of individuals’ idiosyncratic on-line interactions with a given stimulus can influence preference formation. Second, while processing fluency influences preference, the opposite also may be true: preferred stimuli could be processed more fluently than non-preferred. Participants performed a visual search task either before or after indicating their preferred images from an array of either paintings by Kandinsky or decorated coffee mugs. Preferred stimuli were associated with fluent processing, reflected in facilitated search times. Critically, this was only the case for participants who gave their preferences after completing the visual search task, not for those stating preferences prior to the visual search task. Our results suggest that the spontaneous and idiosyncratic experience of processing fluency plays a role in forming preference judgments and conversely that our first impressions of preference do not drive response fluency.     

Validity of the salience asymmetry interpretation of the implicit association test: comment on Rothermund and Wentura (2004)

The Implicit Association Test (IAT) requires responding to category contrasts such as young versus old, male versus female, and pleasant versus unpleasant. In introducing the IAT, A. G. Greenwald, D. E. McGhee, and J. L. K. Schwartz (1998) proposed that IAT measures reflect mental structures involving the nominal features of the IAT's categories (e.g., age, gender, or valence features). In contrast, K. Rothermund and D. Wentura proposed that IAT performance is dominated by salience asymmetries of the IAT's pairs of contrasted categories. To assess relative contributions of nominal feature contrasts versus salience asymmetries, the authors (a) briefly summarize the extensive evidence now available to support construct validity of the IAT as a measure based on nominal category features and (b) present 2 new experiments that yielded results problematic for the salience asymmetry interpretation.     

Minimizing the influence of recoding in the Implicit Association Test: The Recoding-Free Implicit Association Test (IAT-RF)

Recoding processes can influence the Implicit Association Test (IAT; Greenwald, McGhee, & Schwartz, 1998) in a way that impedes an unequivocal interpretation of the resulting compatibility effects. We present a modified version of the IAT that aims to eliminate recoding, the IAT-RF (short for “IAT–recoding free”). In the IAT-RF, compatible and incompatible assignments of categories to responses switch randomly between trials within a single experimental block. Abandoning an extended sequence of consistent category–response mappings undermines recoding processes in the IAT-RF. Two experiments reveal that the IAT-RF is capable of assessing compatibility effects between the nominally defined categories of the task and effectively prevents recoding. By enforcing a processing of the stimuli in terms of their task-relevant category membership, the IAT-RF eliminates the confounding of compatibility effects with task switch costs and becomes immune against biased selections of stimuli.     

Minimizing the influence of recoding in the Implicit Association Test: the Recoding-Free Implicit Association Test (IAT-RF)

Recoding processes can influence the Implicit Association Test (IAT; Greenwald, McGhee, & Schwartz, 1998) in a way that impedes an unequivocal interpretation of the resulting compatibility effects. We present a modified version of the IAT that aims to eliminate recoding, the IAT-RF (short for "IAT-recoding free"). In the IAT-RF, compatible and incompatible assignments of categories to responses switch randomly between trials within a single experimental block. Abandoning an extended sequence of consistent category-response mappings undermines recoding processes in the IAT-RF. Two experiments reveal that the IAT-RF is capable of assessing compatibility effects between the nominally defined categories of the task and effectively prevents recoding. By enforcing a processing of the stimuli in terms of their task-relevant category membership, the IAT-RF eliminates the confounding of compatibility effects with task switch costs and becomes immune against biased selections of stimuli.     

A test of the salience asymmetry interpretation of the alcohol-IAT

Abstract. K. Rothermund and D. Wentura (2004) showed how Figure-Ground (FG) asymmetries produce effects on the Implicit Association Task (IAT), independent of associations. Here, the FG account was tested for the robust finding that drinkers show a negative alcohol-IAT effect while being positive on explicit measures. FG asymmetries were manipulated through familiarity of alcohol-IAT target categories and were assessed with visual search tasks. Supporting the FG account, the familiarity manipulation influenced the IAT effect in the expected direction, and the IAT effect correlated with FG asymmetries. Contrary to the FG account, however, the IAT effect was not reversed, and IAT effects were predicted by alcohol use but not by FG asymmetries. Hence, the FG account only partly explains the negative alcohol-IAT effect.     

Effects of fluency on psychological distance and mental construal (or why New York is a large city, but New York is a civilized jungle)

People construe the world along a continuum from concretely (focusing on specific, local details) to abstractly (focusing on global essences). We show that people are more likely to interpret the world abstractly when they experience cognitive disfluency, or difficulty processing stimuli in the environment, than when they experience cognitive fluency. We observed this effect using three instantiations of fluency: visual perceptual fluency (Study 1b), conceptual priming fluency (Study 2b), and linguistic fluency (Study 3). Adopting the framework of construal theory, we suggest that one mechanism for this effect is perceivers' tendency to interpret disfluently processed stimuli as farther from their current position than fluently processed stimuli (Studies 1a and 2a).     

The mere acceptance effect: Can it influence responses on racial Implicit Association Tests?

The Implicit Association Test (IAT) is designed to measure the strength of mental association between each of a pair of target categories (e.g., Black vs. White) and each of a pair of attributes (e.g., negative vs. positive). Recent work on the mere acceptance effect shows that, if one of the categories is the focus of attention, then an apparent preference for the focal category can emerge on the IAT, even when no such preference actually exists. It has been suggested that mere acceptance could influence responding on names-based racial IATs, perhaps leading to an exaggeration of anti-Black/pro-White bias. Whether such IATs can be influenced by a mere acceptance effect is unknown, though. By manipulating whether “Black” or “White” was the focal category on a names-based racial IAT, the present studies addressed this very issue. The results were consistent with the operation of mere acceptance effects, but not effects large enough to fully explain the appearance of bias on the IAT.     

Perceptual fluency can be used as a cue for categorization decisions

Learning in the prototype distortion task is thought to involve perceptual learning in which category members experience an enhanced visual response (Ashby & Maddox. Annual Review of Psychology, 56, 149-178, 2005). This response likely leads to more-efficient processing, which in turn may result in a feeling of perceptual fluency for category members. We examined the perceptual-fluency hypothesis by manipulating fluency independently from category membership. We predicted that when perceptual fluency was induced using subliminal priming, this fluency would be misattributed to category membership and would affect categorization decisions. In a prototype distortion task, the participants were more likely to judge stimuli that were not members of the category as category members when the nonmembers were made perceptually fluent with a matching subliminal prime. This result suggests that perceptual fluency can be used as a cue during some categorization decisions. In addition, the results provided converging evidence that some types of categorization are based on perceptual learning.     

The Fluency Amplification Model: Fluent stimuli show more intense but not evidently more positive evaluations

Processing fluency plays a large role in forming judgments, as research repeatedly shows. According to the Hedonic Fluency Model, more fluently processed stimuli are rated more affectively positive than less fluently processed stimuli. Most research documenting such findings uses neutral or positive stimuli with low complexity, thus any potential impact of initial stimulus valence cannot be tested. In the present study, 60 IAPS stimuli ranging from very negative to very positive valence were rated on liking by participants. Processing fluency was manipulated through perceptual priming (7 ms). Results of Experiment 1 (N = 35) support the prediction of the Hedonic Fluency Model, but only for stimuli with an initially positive valence. However, when negative stimuli were processed more fluently, they were rated as more negative than when processed less fluently. Experiment 2 (N = 39) showed that enhancing the accessibility of the stimulus content (via prolonging the prime duration to 100 ms) cannot account for the results of Experiment 1, since Experiment 2 failed to replicate the findings obtained in Experiment 1. Potential factors influencing affective evaluation of negative stimuli are discussed. A model is offered for the reinterpretation of processing fluency as an amplifying factor for evaluative judgment.     

Base rate effects on the IAT

We investigated the influence of stimulus base rates on the Implicit Association Test (IAT). Using an East/West-German attitude-IAT, we demonstrated that both overall response speed and differential response speed underlying IAT effects depend on the relative frequencies of the stimulus categories. First, when those stimuli that are more common in reality also occurred more frequently in the stimulus list, response speed generally increased. Second, IAT effects increased when congruent blocks profited from the compatibility of frequency-based response biases (i.e., frequent target stimuli and frequent valence stimuli mapped onto the same response key), whereas IAT effects decreased when incongruent trial blocks profited from response compatibility. These findings demonstrate that the stimulus context moderates the magnitude of the IAT effect. Simultaneously, they highlight the need to explore the extent to which implicit measures reflect properties of the task or the environment rather than attributes of test-takers.     

The evaluative connotation of processing fluency: Inherently positive or moderated by motivational context?

A fundamental question for evaluation research is whether cues can impact evaluative responses directly or only in combination with contextual information. Focusing on the experience of processing fluency, the current work tested whether manipulating this cue’s motivational context would moderate its evaluative impact. Because fluently processed stimuli can be assumed to communicate safety, owing to implicit signals of either familiarity (through processes monitoring perception-memory coordination), we reasoned that motivation to avoid negative events should heighten preferences for fluently processed stimuli. Following a motivation manipulation, prevention-focused, but not promotion-focused, participants preferred stimuli that they were able to process quickly (Experiment 2) and that were preceded by concordant primes (Experiment 1). These findings suggest that the value of fluent processing reflects its relation to contextual features, such as one’s current motivational state.     

短期习得的语言范畴使成人大脑右半球颜色范畴知觉转为左半球颜色范畴知觉

本研究探讨了色词与颜色重组训练能否让被试习得与真实情境相似的色词与颜色范畴联结, 并引起相应的偏侧化颜色范畴知觉, 从而进一步揭示语言编码对颜色范畴知觉的影响。采用六种蓝色作为材料。B1与B2为先前研究的两种蓝色。B11和B12, B21和B22分别为使B1, B2变浅和变深所得, 四者是连续的蓝色。训练被试分别用“duān”和“kěn”命名B1和B2。由于被试可能习得色词与颜色范畴的联结, 因此B12与B21为可能变范畴间颜色, B11和B12, B21和B22为可能变范畴内颜色。训练前后分别让被试完成一个视觉搜索测验。结果发现：前测中可能变范畴间颜色的辨别优于可能变范畴内颜色, 且在左视野呈现时更显著; 后测中可能变范畴间颜色的辨别同样优于可能变范畴内颜色, 但在右视野呈现时更显著。这提示：(1)人们在知觉同一语言范畴的不同颜色时可能会区分深浅范畴, 并因此引发右半球颜色范畴知觉; (2)短期习得的语言范畴能引起偏左半球颜色范畴知觉, 且使右半球颜色范畴知觉转为左半球颜色范畴知觉; (3)被试在训练中习得了色词与颜色范畴的联结; (4)范畴学习可以在仅学习一个样例的条件下自动发生。     

Does the compatibility effect in the race Implicit Association Test reflect familiarity or affect?

In the Implicit Association Test (IAT; Greenwald, McGhee, & Schwartz, 1998) involving race classification (white vs. black), an apparent compatibility effect is found between the “pleasant” attribute and the “white” category. This race IAT effect has been interpreted in terms of “implicit prejudice”—that is, more positive evaluation of whites than of blacks that is not open to consciousness. We suggested instead that the race IAT effect is better interpreted in terms of the salience asymmetry account proposed by Rothermund and Wentura (2004), whereby greater familiarity with the white category makes it more salient. Evidence that has been presented against the familiarity interpretation is considered, and alternative interpretations of findings related to the race IAT effect are discussed.     

Your own actions influence how you perceive other people: A misattribution of action appraisals

The attribution of personal traits to other persons depends on the actions the observer performs at the same time (Bach & Tipper, 2007). Here, we show that the effect reflects a misattribution of appraisals of the observers' own actions to the actions of others. We exploited spatial compatibility effects to manipulate how fluently-how fast and how accurately-participants identified two individuals performing sporty or academic actions. The traits attributed to each person in a subsequent rating task depended on the fluency of participants' responses in a specific manner. An individual more fluently identified while performing the academic action appeared more academic and less sporty. An individual more fluently identified while performing the sporty action appeared sportier. Thus, social perception is-at least partially-embodied. The ease of our own responses can be misattributed to the actions of others, affecting which personal traits are attributed to them.     

The learned interpretation of cognitive fluency

The fluency of cognitive processes influences many judgments: Fluently processed statements are judged to be true, fluently processed instances are judged to be frequent, and fluently processed names are judged to be famous. According to a cue-learning approach, these effects of experienced fluency arise because the fluency cue is interpreted differentially in accordance with its learned validity. Two experiments tested this account by manipulating the fluency cue's validity. Fluency was manipulated by color contrast (Experiment 1) and by required mental rotation (Experiment 2). If low fluency was correlated with a required affirmative or "old" response (and high fluency with a negative or "new" response) in a training phase, participants showed a reversal of the classic pattern in the recognition phase: Low-fluency stimuli had a higher probability than high-fluency stimuli to be classified as old. Thus, the interpretation and therefore the impact of fluency depended on the cue's learned validity.     

The development of letter processing efficiency

The development of efficiency in letter processing skills was studied using a letter search task. In two experiments, subjects searched for a target letter displayed with items varying in their visual featural or conceptual categorical similarity to the target. Accuracy and reaction time of search were evaluated for evidence of the visual search “category effect.” In order to determine if subjects could efficiently use knowledge of stimulus differences to facilitate search, conditions tested search time as a function of the amount of information to be processed both within the visual display and in short-term memory. In the two experiments, subjects of ages 6 years through adulthood showed the category effect; however, efficiency of letter processing was found to be related to the amount of information that had to be processed in memory. While there were drastic changes in search speed with increasing grade level, patterns of processing were consistent, leading to the conclusion that the knowledge required to process the letter information accurately is acquired very early. Results were discussed in terms of the distinctions among accuracy, automaticity, and efficiency of skill development and the relationship of these to general reading and intellectual development.     

Social salience does not transfer to oculomotor visual search

ABSTRACT

Evidence suggests that socially relevant information, such as self-referential information, leads to perceptual prioritization that is considered to be similar to prioritization based on physical stimulus salience. The current study used an oculomotor visual search paradigm to investigate whether self-prioritization affects visual selection early in time, akin to physical salience, or later in time, where it would relate to processing of top-down strategies. We report three experiments. Prior to each experiment, observers first performed a manual line-label matching task where they were asked to form associations between two orientation lines (right-tilted and left-tilted) and two labels (“you” and “stranger”). Participants then had to make a speeded eye-movement to one of the two lines without any task instructions (Experiment 1), to a dot probe target located on one of the two lines (Experiment 2), or to the line that was validly cued by its associated label (Experiment 3). We replicate previous findings with the manual stimulus-matching task. However, we did not find any evidence for increased salience of the self-relevant “you” stimulus during visual search, nor did we observe any self-prioritization due to later goal-driven or strategic processing. We argue that self-prioritization does not affect overt visual selection. The results suggest that the effects found in the manual matching task are unlikely to reflect self-prioritization during perceptual processing but might rather act on higher-level processing related to recognition or decision-making.