Assessing the Assumptions Behind the Iat

The calculation of the IAT-effect assumes a certain correlational structure between the attitudes to be measured. We argue that this assumption is likely to be violated in marketing contexts, since consumers often have attitudes of similar valence to different products within the same category. Since correlations of the implicit attitudes are unobservable, we use simulations to examine the importance of this assumption for the validity of the IAT. We find that the assumption is crucial, in that if it is violated (satisfied) the IAT’s validity is low (high) despite high (low) accuracy of the response latencies.



Citation:

Peter Stuettgen and Peter Boatwright (2009) ,"Assessing the Assumptions Behind 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

Peter Stuettgen, Carnegie Mellon University, USA
Peter Boatwright, Carnegie Mellon University, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Thou Shalt Not Look! When Processing the Odds Visually Biases Gambling Behavior

Rod Duclos, Western University, Canada
Mansur Khamitov, Nanyang Technological University, Singapore

Read More

Featured

Q11. The Effect of Message Ephemerality on Information Processing

Uri Barnea, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Gideon Nave, University of Pennsylvania, USA

Read More

Featured

The Experiential Advantage: A Meta-Analysis

Evan Weingarten, University of California San Diego, USA
Joseph K Goodman, Ohio State University, 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.