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

Silpha sp.

<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

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

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