A paper-format group performance test for measuring the implicit association of target concepts

We developed a paper test utilizing a mechanism for measuring implicit association similar to that used in the Implicit Association Test (IAT; Greenwald, McGhee, & Schwartz, 1998). The target concepts were buried among positive and negative words on a piece of paper. Examinees marked the targets as "bad" or "good" in one task and conversely in the other, along with the evaluative words. Instead of reaction times, we counted the number of words marked in 20 sec for each task. This procedure allowed group administration. We calculated the implicit measure using the difference in the average number of words marked in the task pairs. The results of a test administered to 82 undergraduates with three different targets showed significant correlations (rs = .26-.35) with the results of IAT administered to the same participants. It also showed significant reliability (rs = .56-.71). We discuss the practical usability of the test with application studies conducted in various areas.