Order Effects in the Iat

We demonstrate that the IAT is crucially influenced by the order in which the two IAT-blocks are administered. In three studies the IAT-effect is shown to change in magnitude and sign when the order of the ‘compatible’ and the ‘incompatible’ block is reversed. Order effects are caused by cognitive inertia, the difficulty to switch from one categorization rule to another categorization rule. Cognitive inertia distorts correlations between IAT-scores and other variables. While the common practice of counterbalancing block-order between-subjects does not cancel out these distortions, we show in study 4 that counterbalancing block-order repeatedly within-subjects can eliminate order effects.



Citation:

Claude Messner and Joachim Vosgerau (2009) ,"Order Effects in the Iat", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 38-40.

Authors

Claude Messner, University of Basel, Switzerland
Joachim Vosgerau, Carnegie Mellon University, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Reversing the Experiential Advantage: Happiness Leads People to Perceive Purchases as More Experiential than Material

Hyewon Oh, University of Illinois at Urbana-Champaign, USA
Joseph K Goodman, Ohio State University, USA
Incheol Choi, Seoul National University

Read More

Featured

Q8. Avatars, Consumers and Possession in Online Gaming

Feihong Hu, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK

Read More

Featured

Burnishing Prosocial Image to Self vs. Others

Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, 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.