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

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  • Valentin Gattol
  • Maria Sääksjärvi
  • Claus-Christian Carbon

Abstract

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].

Suggested Citation

  • Valentin Gattol & Maria Sääksjärvi & Claus-Christian Carbon, 2011. "Extending the Implicit Association Test (IAT): Assessing Consumer Attitudes Based on Multi-Dimensional Implicit Associations," PLOS ONE, Public Library of Science, vol. 6(1), pages 1-11, January.
    • Handle: RePEc:plo:pone00:0015849
    DOI: 10.1371/journal.pone.0015849
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    References listed on IDEAS

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    1. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
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    Cited by:

    1. Anna Pecchinenda & Marco Bertamini & Alexis David James Makin & Nicole Ruta, 2014. "The Pleasantness of Visual Symmetry: Always, Never or Sometimes," PLOS ONE, Public Library of Science, vol. 9(3), pages 1-10, March.
    2. Jürg Hari & Elisabeth Pirsch & Heike Rawitzer, 2018. "Women are scaredy-cats and men are conquerors?," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(2), pages 128-139, June.

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