Presentation for ANMAC 09 on the use of implict measurement of attitudes

1. Implicit Consumer Animosity: Pitfalls and Possibilities Kelli Hewison, Steven Ward, Paul Bain and Ngaire Donaghue

6. IAT 1. Practice Task 2. Practice Task 3. Critical Task 4. Practice Task 5. Critical Task A shorter reaction time when “flower + good” infers a positive implicit attitude towards flowers over insects. COMPARE 3 & 5 Flower Insect Good Bad Evil Flower and Good Insect and Bad Insect Flower Insect and Good Flower and Bad

9. A Comparison of Methods Pros and Cons Measurement (e.g. Assessing animosity toward China) Predicts actual behaviour when it involves little conscious deliberation. Is able to assess implicit attitude towards one category (e.g. China), with out the need of an opposing category (e.g. USA). No problem with response bias. Predicts actual behaviour when it involves little conscious deliberation. Can only assess implicit attitude towards one category (e.g., China) relative to another (e.g. USA). No problem with response bias. Predicts intent. A moderate predictor of actual behaviour when it involves conscious deliberation. Not a strong predictor of actual behaviour when it involves little conscious deliberation. Problem with response bias. Associate either ‘Good’ or ‘Bad’ with China, avoiding the distracters (other), by pressing the response key when you are presented with the correct pairings (e.g. Good + China). The number of "correct" responses when the target (e.g. China) is paired with each attribute (Good or Bad) is a measure of implicit attitude. Response times can also be used. Associate either ‘Good’ or ‘Bad’ with either China or the USA, by pressing the response key that matches the correct pairings (e.g. Good + USA/ Bad + China). Response time provides an indication of implicit attitude; the shorter the time, the closer the attribute (pleasant or unpleasant) is linked with the target (China or USA). Provide a rating on the extent to which you agree/disagree with the following statements. -I like China. -I do not like China's actions in Tibet. Implicit GNAT Implicit IAT Explicit Attitude