Implicit Measures of Motivation: Convergent, Discriminant and Predictive Validity

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.



Citation:

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.

Authors

Alexandra Kraus, Aarhus University, Denmark
Joachim Scholderer, Aarhus University, Denmark



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Tackling Over-Consumption: How Proximal Depictions of Unhealthy Food Products Influence the Consumption Behavior

Sumit Malik, IE Business School, IE University
Eda Sayin, IE Business School, IE University, Spain
Kriti Jain, IE Business School, IE University, Spain

Read More

Featured

When do More Options Produce Worse Choice?

Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA

Read More

Featured

Gaze Reflects Loss Aversion

Feng Sheng, University of Pennsylvania, USA
Arjun Ramakrishnan, University of Pennsylvania, USA
Darsol Seok, University of Pennsylvania, USA
Puti Cen, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.