Implicit Measures of Motivation: Convergent, Discriminant and Predictive Validity

Alexandra Kraus, Aarhus University, Denmark
Joachim Scholderer, Aarhus University, Denmark
Two implicit measures of motivation were developed to measure incentive salience (‘wanting’) towards food. Both measures were validated against explicit measures, implicit measures of evaluation (‘liking’), and behaviour. The motivational IAT-RF was always superior to the motivational IAT, with high predictive validities and clearly distinguishable from implicit measures of evaluation.
[ to cite ]:
Alexandra Kraus and Joachim Scholderer (2012) ,"Implicit Measures of Motivation: Convergent, Discriminant and Predictive Validity", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 905-906.