The Implicit Association Test in Market Research: Potentials and Pitfalls
Article first published online: 7 JUN 2013
© 2013 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 30, Issue 7, pages 588–601, July 2013
How to Cite
Gregg, A. P. and Klymowsky, J. (2013), The Implicit Association Test in Market Research: Potentials and Pitfalls. Psychol. Mark., 30: 588–601. doi: 10.1002/mar.20630
- Issue published online: 7 JUN 2013
- Article first published online: 7 JUN 2013
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.