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

Background: The authors present a procedural extension of the popular Implicit Association Test (IAT; [1]) 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 [2,3].Product Innovation ManagementIndustrial Design Engineerin

PERSOC: A unified framework for understanding the dynamic interplay of personality and social relationships

Abstract: The interplay of personality and social relationships is as fascinating as it is complex and it pertains to a wide array of largely separate research domains. Here, we present an integrative and unifiedframeworkfor analysing the complex dynamics of personality and social relationships (PERSOC). Basic principles and general processes on the individual and dyadic level are outlined to show how personality and social relationships infiuence each other and develop over time. PERSOC stresses the importance of social behaviours and interpersonal perceptions as mediating processes organized in social interaction units. The framework can be applied to diverse social relationships such as first encounters, short-term acquaintances, friendships, relationships between working group members, educational or therapeutic settings, romantic relatiollships and family relationships. It has important consequences for how we conceptualize, understand, and investigate personality and social relationships. Key words: personality; social relationships; actual behaviour; interpersonal perception; social relations model; mediating processes; development Human beings are characterized as social animals possessing a fundamental need to belong to others (Baumeister & Leary, 1995). Most of our behaviours, thoughts and emotions ar

Selbstkonzepte, Selbstdiskrepanzen und ihre Bedeutung im Coaching

Das Selbstkonzept stellt das bewusst zugängliche Wissen einer Person über sich selbst dar und beinhaltet sich selbst zugeschriebene Eigenschaften, Werte und Fähigkeiten. Selbstdiskrepanzen können zwischen dem Real-Selbst einerseits und dem Ideal-Selbst oder dem normativen Selbst andererseits bestehen – eine Person erlebt sich nicht so, wie sie sein möchte oder wie sie glaubt sein zu müssen. Durch Selbstdiskrepanzen werden häufig negative Emotionen und Coachingbedarf ausgelöst. In diesen Fällen können zunächst mittels standardisierter Fragebögen oder offener Fragetechniken Selbstaspekte und Selbstdiskrepanzen differenziert erfasst werden. Anschließend kann mit Methoden der Verhaltensänderung bzw. der Veränderung von Bewertungen und Situationen an einer Reduktion von Diskrepanzen gearbeitet werden