RUNNING HEAD: The IAT in Consumer Behavior - Wharton Marketing

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The IAT in Consumer Behavior 26Forehand et al.’s (2003) third experiment assessed the degree to which theexpression of an identity-based preference reinforces identity accessibility. It washypothesized that the use of one’s identity as an informational cue in attitude expressionreinforces the accessibility of that identity and thereby increases the likelihood that theidentity will be used in subsequent judgments. To test this hypothesis, college-agesubjects evaluated advertisements for vitamins intended for children, young adults, orseniors and then completed an Implicit Association Test designed to measure selfassociationwith youth versus aged. Compared to subjects who evaluated the young adultversion of the ad (the control condition), subjects who evaluated the children-focused ador the senior-focused ad demonstrated stronger self-youth associations. This findingsuggests that the use of an identity dimension in an evaluation activates pre-existingidentity associations. Since the majority of consumers possess pre-existing strongassociations between the self and youth (Nosek, Banaji, & Greenwald, 2002), thisidentity activation increased the self-youth association.Concluding remarksSince its introduction, the IAT has exploded in popularity and usage. Whileprevious reviews (Brunel, Tietje, & Greenwald, 2004; Nosek, Greenwald, & Banaji,2005) have explored various psychometric and methodological issues, the purpose of thischapter is to review the most recent examples of IAT usage in consumer behaviorresearch. It is hoped that this review will serve as a launch pad for marketing researchersto become familiar with current research streams and to start exploring the unconsciousor implicit processes that most of us believe underlie much consumer behavior. The
The IAT in Consumer Behavior 27current state of theoretical development, methodology, and areas of application form a“perfect storm” of exciting, valuable, and rewarding research, and the opportunity toincorporate what seems to be a major component of social cognition — the nonconsciousrole of implicit cognitive processes in consumer decision making and behavior.
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RUNNING HEAD: The IAT in Consumer Behavior - Wharton Marketing

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