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

O4. Will Winning Always Encourage Risk Taking? The Effect of Competition Results and the Closeness of These Results

Beixi Wen, Renmin University of China
En-Chung Chang, Renmin University of China
Chunya Xie, Renmin University of China

Read More

Featured

Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising

Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More

Featured

E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement

Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece

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.