Extending the Implicit Association Test (IAT): assessing consumer attitudes based on multi-dimensional implicit associations.
BACKGROUND
The authors present a procedural extension of the popular Implicit Association Test (IAT) that allows for indirect measurement of attitudes on multiple dimensions (e.g., safe-unsafe; young-old; innovative-conventional, etc.) rather than on a single evaluative dimension only (e.g., good-bad).


RESULTS
In two within-subjects studies, attitudes toward three automobile brands were measured on six attribute dimensions. Emphasis was placed on evaluating the methodological appropriateness of the new procedure, providing strong evidence for its reliability, validity, and sensitivity.


CONCLUSIONS
This new procedure yields detailed information on the multifaceted nature of brand associations that can add up to a more abstract overall attitude. Just as the IAT, its multi-dimensional extension/application (dubbed md-IAT) is suited for reliably measuring attitudes consumers may not be consciously aware of, able to express, or willing to share with the researcher.
Department of Product Innovation Management, Faculty of Industrial Design Engineering, Delft University of Technology, Delft, The Netherlands.
Valentin
V
Gattol
Maria
M
Sääksjärvi
Claus-Christian
CC
Carbon
D000328:Adult; D001244:Association; D001290:Attitude; D005260:Female; D006801:Humans; D008297:Male; D011287:Prejudice; D014936:Word Association Tests; D055815:Young Adult
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