We tested the hypothesis that a pictorial attitude variant of the Implicit Association Test (PA-IAT) is a valid measure of implicit motives. The PA-IAT aims to capture attitudes towards pictures that are related to implicit motives. In the first two studies, we showed that the pictorial attitude Implicit Association Test (IAT) correlated more highly with non-IAT measures of implicit motives than other IAT variants. In the third study, we established the validity of the PA-IAT experimentally and showed that the pictorial attitude IAT correlated with non-declarative behavioural measures only if implicit motives were aroused. Copyright © 2010 John Wiley & Sons, Ltd.