Brunel, F. F., Tietje, B. C., & Greenwald, A. G. (2004). Is the implicit association test a
valid and valuable measure of implicit consumer social cognition?. Marketing, 4.
Limitations of self-reports:
Consumer researchers rely heavily on self-reports (explicit measures). But the
respondents need to be willing and able to share their attitude to have a valuable
measure à that is why implicit measures came.
• What are the components/characteristics of an associative network?
- Negative and positive side
- Thickness of lines
- You put yourself in the center
- Related circles
• Name one negative aspect of the IAT?
- The reliability is very low
- When you do an IAT test several times you know how to manipulate this
test (learning effect).
- It only measures the comparative effect between two things so you only
know your relative attitude and still don’t know your absolute attitude.
- You need some pre-knowledge to be able to do the IAT test.
• Explain the biggest difference between study 1 and study 2.
In study (1) the implicit and explicit results were similar, in study (2) they were
completely different.
In study (1) people were willing and able to share their attitude (about computers),
study (2) was more socially loaded (race) so people weren’t willing to share their
attitude so the results differed.
• What are the most important blocks in study 1?
Block 1
1, 2, 4 were practice blocks, 3 and 5 calculated the IAT scores. If reaction time is
faster in step 3 instead of step 5 that means you can relate apple with pleasant more
fastly than with unpleasant. So implicit attitude toward apple is more positive than
toward IBM.
With pro-mac there is a strong identification with the brand, Pro-PC doesn’t has a
strong identification with the brand.
Block 2
Explicitly (what they say) there is no difference between white and black spokers,
implicitly there was a difference, they react faster with the white/pleasant so the
implicit attitude is more positive. But 80% of the respondents is white so this is more
of a in –group effect.
1
valid and valuable measure of implicit consumer social cognition?. Marketing, 4.
Limitations of self-reports:
Consumer researchers rely heavily on self-reports (explicit measures). But the
respondents need to be willing and able to share their attitude to have a valuable
measure à that is why implicit measures came.
• What are the components/characteristics of an associative network?
- Negative and positive side
- Thickness of lines
- You put yourself in the center
- Related circles
• Name one negative aspect of the IAT?
- The reliability is very low
- When you do an IAT test several times you know how to manipulate this
test (learning effect).
- It only measures the comparative effect between two things so you only
know your relative attitude and still don’t know your absolute attitude.
- You need some pre-knowledge to be able to do the IAT test.
• Explain the biggest difference between study 1 and study 2.
In study (1) the implicit and explicit results were similar, in study (2) they were
completely different.
In study (1) people were willing and able to share their attitude (about computers),
study (2) was more socially loaded (race) so people weren’t willing to share their
attitude so the results differed.
• What are the most important blocks in study 1?
Block 1
1, 2, 4 were practice blocks, 3 and 5 calculated the IAT scores. If reaction time is
faster in step 3 instead of step 5 that means you can relate apple with pleasant more
fastly than with unpleasant. So implicit attitude toward apple is more positive than
toward IBM.
With pro-mac there is a strong identification with the brand, Pro-PC doesn’t has a
strong identification with the brand.
Block 2
Explicitly (what they say) there is no difference between white and black spokers,
implicitly there was a difference, they react faster with the white/pleasant so the
implicit attitude is more positive. But 80% of the respondents is white so this is more
of a in –group effect.
1
