Print Email Facebook Twitter Extending the Implicit Association Test (IAT): Assessing Consumer Attitudes Based on Multi-Dimensional Implicit Associations Title Extending the Implicit Association Test (IAT): Assessing Consumer Attitudes Based on Multi-Dimensional Implicit Associations Author Gattol, V. Sääksjärvi, M. Carbon, C.C. Faculty Industrial Design Engineering Department Product Innovation Management Date 2011-01-05 Abstract Background: The authors present a procedural extension of the popular Implicit Association Test (IAT; [1]) that allows for indirect measurement of attitudes on multiple dimensions (e.g., safe–unsafe; young–old; innovative–conventional, etc.) rather than on a single evaluative dimension only (e.g., good–bad). Methodology/Principal Findings: In two within-subjects studies, attitudes toward three automobile brands were measured on six attribute dimensions. Emphasis was placed on evaluating the methodological appropriateness of the new procedure, providing strong evidence for its reliability, validity, and sensitivity. Conclusions/Significance: This new procedure yields detailed information on the multifaceted nature of brand associations that can add up to a more abstract overall attitude. Just as the IAT, its multi-dimensional extension/application (dubbed md-IAT) is suited for reliably measuring attitudes consumers may not be consciously aware of, able to express, or willing to share with the researcher [2,3]. To reference this document use: http://resolver.tudelft.nl/uuid:25baa9d9-305c-437f-9610-842342975a7a DOI https://doi.org/10.1371/journal.pone.0015849 Publisher Public Library of Science ISSN 1932-6203 Source Plos One, 6 (1), 2011 Part of collection Institutional Repository Document type journal article Rights (c) 2011 Gattol et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. Files PDF gattol.00158491.pdf 472.1 KB Close viewer /islandora/object/uuid:25baa9d9-305c-437f-9610-842342975a7a/datastream/OBJ/view