This review of 122 research reports (184 independent samples, 14,900 subjects) found average r ϭ .274 for prediction of behavioral, judgment, and physiological measures by Implicit Association Test (IAT) measures. Parallel explicit (i.e., self-report) measures, available in 156 of these samples (13,068 subjects), also predicted effectively (average r ϭ .361), but with much greater variability of effect size. Predictive validity of self-report was impaired for socially sensitive topics, for which impression..

A widespread assumption in recent research on attitudes is that self-reported evaluations reflect conscious attitudes, whereas indirectly assessed evaluations reflect unconscious attitudes. The present article reviews the available evidence regarding unconscious features of indirectly assessed “implicit” attitudes. Distinguishing between three different aspects of attitudes, we conclude that people sometimes lack conscious awareness of the origin of their attitudes, but that lack of source awareness is not a distinguishing feature of indirectly assessed versus self-reported attitudes, there is no evidence that people (...) lack conscious awareness of indirectly assessed attitudes per se, and there is evidence showing that, under some conditions, indirectly assessed attitudes influence other psychological processes outside of conscious awareness. Implications for the concept of “implicit attitudes” are discussed. (shrink)

This article discusses the need for more satisfactory implicit measures in consumer psychology and assesses the theoretical foundations, validity, and value of the Implicit Association Test (IAT) as a measure of implicit consumer social cognition. Study 1 demonstrates the IAT’s sensitivity to explicit individual differences in brand attitudes, ownership, and usage frequency, and shows their correlations with IAT-based measures of implicit brand attitudes and brand relationship strength. In Study 2, the contrast between explicit and implicit measures of attitude toward the (...) ad for sportswear advertisements portraying African American (Black) and European American (White) athlete–spokespersons revealed different patterns of responses to explicit and implicit measures in Black and White respondents. These were explained in terms of self-presentation biases and system justification theory. Overall, the results demonstrate that the IAT enhances our understanding of consumer responses, particularly when consumers are either unable or unwilling to identify the sources of influence on their behaviors or opinions. (shrink)