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) 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-b...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Public Library of Science (PLoS)
2011-01-01
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| Series: | PLoS ONE |
| Online Access: | http://europepmc.org/articles/PMC3016338?pdf=render |
| _version_ | 1811264677205770240 |
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| author | Valentin Gattol Maria Sääksjärvi Claus-Christian Carbon |
| author_facet | Valentin Gattol Maria Sääksjärvi Claus-Christian Carbon |
| author_sort | Valentin Gattol |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-12T20:08:39Z |
| format | Article |
| id | doaj.art-fb94df0052a84f2faab3e7470ba7c07b |
| institution | Directory Open Access Journal |
| issn | 1932-6203 |
| language | English |
| last_indexed | 2024-04-12T20:08:39Z |
| publishDate | 2011-01-01 |
| publisher | Public Library of Science (PLoS) |
| record_format | Article |
| series | PLoS ONE |
| spelling | doaj.art-fb94df0052a84f2faab3e7470ba7c07b2022-12-22T03:18:20ZengPublic Library of Science (PLoS)PLoS ONE1932-62032011-01-0161e1584910.1371/journal.pone.0015849Extending the Implicit Association Test (IAT): assessing consumer attitudes based on multi-dimensional implicit associations.Valentin GattolMaria SääksjärviClaus-Christian CarbonBACKGROUND: 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.http://europepmc.org/articles/PMC3016338?pdf=render |
| spellingShingle | Valentin Gattol Maria Sääksjärvi Claus-Christian Carbon Extending the Implicit Association Test (IAT): assessing consumer attitudes based on multi-dimensional implicit associations. PLoS ONE |
| title | Extending the Implicit Association Test (IAT): assessing consumer attitudes based on multi-dimensional implicit associations. |
| title_full | Extending the Implicit Association Test (IAT): assessing consumer attitudes based on multi-dimensional implicit associations. |
| title_fullStr | Extending the Implicit Association Test (IAT): assessing consumer attitudes based on multi-dimensional implicit associations. |
| title_full_unstemmed | Extending the Implicit Association Test (IAT): assessing consumer attitudes based on multi-dimensional implicit associations. |
| title_short | Extending the Implicit Association Test (IAT): assessing consumer attitudes based on multi-dimensional implicit associations. |
| title_sort | extending the implicit association test iat assessing consumer attitudes based on multi dimensional implicit associations |
| url | http://europepmc.org/articles/PMC3016338?pdf=render |
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