The Iat Is Not Enough: the Added Value of Projective Techniques in Consumer Research

Hendrik Slabbinck, Ghent University, Belgium
Patrick Van Kenhove, Ghent University, Belgium
Since new response latency based indirect measures such as the Implicit Association Test (IAT) were developed in the 90s, they have rapidly displaced projective techniques as most prominent measurement technique to assess implicit attitudes and motivations. However, in this working paper, we show that the IAT and projective techniques are not interchangeable, and that projective techniques predict behavior independently from the IAT. As a result, both techniques can best be used in combination with each other. The research topic of this study is impulsive buying behavior.
[ to cite ]:
Hendrik Slabbinck and Patrick Van Kenhove (2009) ,"The Iat Is Not Enough: the Added Value of Projective Techniques in Consumer Research", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 923-924.