Motivational relevance modulates the predictive validity of the implicit association test

C Zogmaister, J Richetin, M Perugini, Michela Vezzoli, G Songa

Risultato della ricerca: Contributo in rivistaArticolo in rivista

Abstract

With two experiments, we investigated the impact of the relevance of objects for current needs on the measurement of implicit attitudes with the Implicit Association Test (IAT; Greenwald, McGhee, & Schwartz, 1998). Experiment 1 (n = 103) showed that an IAT measuring implicit preference for beverages was predictive of both behavioral choice and explicit preference for thirsty, but not for quenched participants. This effect was specific for preferences toward thirst-related objects: Thirst did not increase the ability of a food-IAT to predict explicit preferences for foods. Experiment 2 (n = 142) conceptually replicated the moderation effects with a different need (i.e., to clean one’s teeth), another type of product (toothpaste), and a different behavior (online shopping). It also ruled out abstraction as a mechanism underlying the effect of stimulus relevance. The discussion highlights the possible underlying mechanisms and the implications of these results for theory and measurement of implicit attitudes.
Lingua originaleEnglish
pagine (da-a)234-265
Numero di pagine32
RivistaSocial Cognition
Volume38
DOI
Stato di pubblicazionePubblicato - 2020

Keywords

  • IAT
  • implicit attitudes
  • prediction of behavior
  • moderation of prediction
  • consumer psychology
  • stimulus relevance
  • needs

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