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

Study 2 (“AUDI vs. BMW”): D measure means for every single IAT (<i>N</i> = 26) resulting from combinations of the two factors ATTRIBUTE DIMENSION and BRAND CUE.

<p>Study 2 (“AUDI vs. BMW”): D measure means for every single IAT (<i>N</i> = 26) resulting from combinations of the two factors ATTRIBUTE DIMENSION and BRAND CUE.</p

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<p><i>Note. N</i> indicates number of participants per <i>md</i>-IAT; <i>M_ms</i>  =  weighted mean in milliseconds; <i>M</i>  =  mean according to participants' <i>D measure</i> scores; <i>SD</i>  =  standard deviation of the <i>D measure</i> scores; effect size measure <i>d</i> = <i>M</i>/<i>SD.</i> Data of this table were processed on basis of the dynamic outlier criterion described above.</p

Images used to represent the brands AUDI, BMW, and FORD, varying according to the factor BRAND CUE.

<p>Images used to represent the brands AUDI, BMW, and FORD, varying according to the factor BRAND CUE.</p

Study 2: Estimates of convergent validity (simple linear regressions for all six dimensions).

<p><i>Note. p</i>-values for one-tailed testing.</p

Split-half estimates of reliability for each of the 6×3 IATs in Study 1 and Study 2.

<p><i>Note. r</i> refers to the split-half correlations and describe the reliability (stability) of the extended <i>md</i>-IAT procedure. Reliabilities were calculated based on an odd–even split of the trial-responses, following the procedure by De Houwer and De Bruycker <a href="http://www.plosone.org/article/info:doi/10.1371/journal.pone.0015849#pone.0015849-DeHouwer2" target="_blank">[22]</a>.</p

Word stimuli for each category of the six bipolar attribute dimensions, translated into English (original German terms used in the study are given in parentheses).

<p>Word stimuli for each category of the six bipolar attribute dimensions, translated into English (original German terms used in the study are given in parentheses).</p

Adapted D measure algorithm relying on the dynamic outlier criterion.

<p><i>Note.</i> B3, B4, B6, B7 refer to the different blocks in the IAT scripts. <i>SD</i>  =  standard deviation. IAT  =  Implicit Association Test.</p