Articlegold2011

Extending the Implicit Association Test (IAT): Assessing Consumer Attitudes Based on Multi-Dimensional Implicit Associations

Valentin Gattol · Maria Sääksjärvi · Claus‐Christian Carbon

71 citations0/0 files storedPLoS ONE

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Consumer Behavior in Brand Consumption and Identification Psychometric Methodologies and Testing Social and Intergroup Psychology

Abstract

BACKGROUND: The authors present a procedural extension of the popular Implicit Association Test (IAT) that allows for indirect measurement of attitudes on multiple dimensions (e.g., safe-unsafe; young-old; innovative-conventional, etc.) rather than on a single evaluative dimension only (e.g., good-bad). METHODOLOGY/PRINCIPAL FINDINGS: In two within-subjects studies, attitudes toward three automobile brands were measured on six attribute dimensions. Emphasis was placed on evaluating the methodological appropriateness of the new procedure, providing strong evidence for its reliability, validity, and sensitivity. CONCLUSIONS/SIGNIFICANCE: This new procedure yields detailed information on the multifaceted nature of brand associations that can add up to a more abstract overall attitude. Just as the IAT, its multi-dimensional extension/application (dubbed md-IAT) is suited for reliably measuring attitudes consumers may not be consciously aware of, able to express, or willing to share with the researcher.

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References

1992A power primer.1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1932A technique for measurement of attitudes 1957The Measurement of Meaning 1998Measuring individual differences in implicit cognition: The implicit association test.1998Measuring individual differences in implicit cognition: The implicit association test.1997The Psychology of Attitudes 1995Implicit social cognition: Attitudes, self-esteem, and stereotypes.

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