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.

Key words: implicit association test, implicit attitude, consumer behavior