Is Implicit Testing with IAT validated?

Is Implicit Testing with IAT validated?

Door Tim Zuidgeest
Persuasion Artist

Reaction time measures are used internationally by academia and market research alike to pinpoint the unconscious strength of associations. The papers below provide a useful reading tour all the way from the original validation of the methodology, advances in its scoring algorithm, to its widespread present day application in the marketing domain.

Development of the methodology:
Greenwald, A. G., McGhee, D. E., & Schwartz, J. L. (1998). Measuring individual differences in implicit cognition: the implicit association test. Journal of personality and social psychology, 74(6), 1464.

The scoring algorithm, as used by Unravel Research:
Greenwald, A. G., Nosek, B. A., & Banaji, M. R. (2003). Understanding and using the implicit association test: I. An improved scoring algorithm. Journal of personality and social psychology, 85(2), 197.

Usage in consumer research:
Gregg, A. P., & Klymowsky, J. (2013). The implicit association test in market research: potentials and pitfalls. Psychology & Marketing, 30(7), 588-601.

Maison, D., & Gregg, A. (2016). Capturing the consumer’s unconscious: applying the implicit association test in consumer research. In Routledge international handbook of consumer psychology (pp. 161-182). Routledge.


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