Please wait a minute...
Advances in Psychological Science    2013, Vol. 21 Issue (10) : 1865-1873     DOI: 10.3724/SP.J.1042.2013.01865
Research Methods |
Implicit Association Test and Consumer Psychology
HAO Hongda;WANG Yong
(1 Key Laboratory of Behavioral Science, Institute of Psychology, Chinese Academy of Sciences, Beijing 100101, China) (2 Graduate School of Chinese Academy of Sciences, Beijing 100049, China)
Download: PDF(256 KB)  
Export: BibTeX | EndNote | Reference Manager | ProCite | RefWorks    
Abstract  Implicit Association Test (IAT) in consumer research is mainly applied to acquiring consumers’ attitudes towards brands, products, advertising, and exploring consumer’s implicit cognition. Based on response time technology, IAT can effectively avoid image management impact and responses deviation due to imperfect information extraction. Moreover, IAT also shows the good predictive ability on consumer behaviors. On the term of reliability and validity, IAT can be applied to various type of setting of measurement process (i.e. the interval of presentative time of different stimulator). In addition, the process of IAT itself might have its own limitation; the explanation of its result is unilateral and relative. In the process of collecting consumer’s implicit attitude, the process of measurement may lead to the change of consumers’ attitude. Time pressure will affect its prediction on consumer behavior, i.e., explicit measurements, instead of the IAT, may have better performance without time pressure. Its’ reliability and validity will be also constrained to specific experimental condition. Finally, due to its high applicability, IAT will be broadly studied in the fields of consumer health, consumption value, and consumers’ implicit motive.
Keywords implicit association test      implicit attitude      consumer behavior     
Corresponding Authors: WANG Yong   
Issue Date: 15 October 2013
E-mail this article
E-mail Alert
Articles by authors
HAO Hongda
Cite this article:   
HAO Hongda,WANG Yong. Implicit Association Test and Consumer Psychology[J]. Advances in Psychological Science, 2013, 21(10): 1865-1873.
URL:     OR
[1] Ying XIE, Chunqing LI, Peng GAO, Yi LIU. The effect and mechanism of social presence in live marketing on online herd consumption from behavioral and neurophysiological perspectives[J]. Advances in Psychological Science, 2019, 27(6): 990-1004.
[2] Yinghao WU, Jing JIANG. The numerosity effects in consumer behavior[J]. Advances in Psychological Science, 2018, 26(9): 1680-1688.
[3] JIANG Hongyan, LIU Bangshun, SUN Peizhen.  The influence of power on consumer behavior and its theoretical explanation[J]. Advances in Psychological Science, 2018, 26(1): 156-168.
[4] WU Lili, SHI Xiaoxuan, WANG Beiyi, ZHANG Jianxin.  Brand attachment: Theories, measurements and relationships to related variables[J]. Advances in Psychological Science, 2017, 25(8): 1411-1422.
[5] YANG Ziyan; LIU Yunzhi; YU Zhenkun; CAI Huajian. Applications of Implicit Association Test[J]. Advances in Psychological Science, 2015, 23(11): 1966-1980.
[6] HUANG Jun; LI Ye; ZHANG Hongwei. The Application and Development of Construal Level Theory[J]. Advances in Psychological Science, 2015, 23(1): 110-119.
[7] PAN Xiaofu;WANG Zhaojing;GAO Fei;XU Ying. Irrational Consumption Bias of Windfall Gains and Hard-earned Money: Based on IAT and Evidence from an ERP Study[J]. Advances in Psychological Science, 2014, 22(4): 596-605.
[8] BAI Yang;PENG Kaiping;YU Feng. Chinese People’s Implicit Dialectical Self: Results Base on IAT Measure[J]. Advances in Psychological Science, 2014, 22(3): 418-421.
[9] ZHANG Yin; HE Wen; LUO Junlong. Emotion Regulates Correspondence between Implicit and Explicit Attitudes[J]. Advances in Psychological Science, 2014, 22(12): 1882-1888.
[10] YIN Feifan;WANG Yong. Regulatory Focus in Consumer Behavior Research[J]. Advances in Psychological Science, 2013, 21(2): 347-357.
[11] WANG Xiao-Gang;YIN Tian-Zi;HUANG Xi-Ting. A Review on Implicit Stigma of Mental Illness[J]. , 2012, 20(3): 384-393.
[12] Wen Fangfang;Zuo Bin. The Measurement of Implicit Social Cognition
to Assess the Single Attitude Object
[J]. , 2007, 15(05): 828-833.
[13] Ye Na;Zuo Bin. Associative-Propositional Evaluation Model:
New Explanation of Attitude Change
[J]. , 2007, 15(05): 834-839.
[14] He Jiaxun. Consumer Research: The Methodology of Existential-Phenomenology and Its Application[J]. , 2006, 14(05): 729-736.
[15] Hou Ke,Zou Hong,Zhang Qiuling. Implicit Association Test : Reliability, Validity and Mechanisms[J]. , 2004, 12(02): 223-230.
Full text



Copyright © Advances in Psychological Science
Support by Beijing Magtech