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The Implicit Association Test in Market Research: Potentials and Pitfalls

2013; Wiley; Volume: 30; Issue: 7 Linguagem: Inglês

10.1002/mar.20630

1520-6793

Aiden P. Gregg, James Klymowsky,

Psychology of Moral and Emotional Judgment

Psychology & MarketingVolume 30, Issue 7 p. 588-601 Research Article The Implicit Association Test in Market Research: Potentials and Pitfalls Aiden P. Gregg, Corresponding Author Aiden P. Gregg University of SouthamptonCorrespondence regarding this article should be sent to: Dr. Aiden P. Gregg, Psychology Unit, University of Southampton, Southampton, SO17 1BJ, England, U.K. ([email protected]).Search for more papers by this authorJames Klymowsky, James Klymowsky Seven StonesSearch for more papers by this author Aiden P. Gregg, Corresponding Author Aiden P. Gregg University of SouthamptonCorrespondence regarding this article should be sent to: Dr. Aiden P. Gregg, Psychology Unit, University of Southampton, Southampton, SO17 1BJ, England, U.K. ([email protected]).Search for more papers by this authorJames Klymowsky, James Klymowsky Seven StonesSearch for more papers by this author First published: 07 June 2013 https://doi.org/10.1002/mar.20630Citations: 26Read the full textAboutPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShare Give accessShare full text accessShare full-text accessPlease review our Terms and Conditions of Use and check box below to share full-text version of article.I have read and accept the Wiley Online Library Terms and Conditions of UseShareable LinkUse the link below to share a full-text version of this article with your friends and colleagues. Learn more.Copy URL Share a linkShare onFacebookTwitterLinkedInRedditWechat ABSTRACT Direct measures of attitudes, such as self-reported evaluations of consumer products and brands, are vulnerable to biases that undermine their validity (i.e., social desirability, self-deception, and self-ignorance). In contrast, indirect measures, many of which rely on reaction time to index underlying associations, resist such biases. Here, one such indirect measure, the Implicit Association Test (IAT), is highlighted, and its promise and pitfalls in market research, evaluated. It is concluded that the IAT can serve as a viable and valuable methodological tool. Its diagnostic and predictive advantages, which have been empirically established, outweigh its practical and theoretical drawbacks, which can be satisfactorily addressed. Citing Literature Volume30, Issue7July 2013Pages 588-601 RelatedInformation