Quotation Brenner, Gerhard, Koller, Monika, Walla, Peter. 2018. Enhancing the Implicit Association Test: A Four-Step Model to Find Appropriate Stimuli. Neurois Retreat 2018, Vienna, Österreich, 19.06-21.06.




The Implicit Association Test (IAT) is a promising tool to assess implicit attitudes. Next to neuroscientific methods applied within the field of Neurois the IAT helps to overcome limits of traditional approaches, such as self- report studies. Introduced 20 years ago, it has been developed further within subsequent years. However, hardly any attention has been paid to optimize the stimuli sets. This is unfortunate, as if the time span participants need to decode the stimuli varies across the IAT, or if the subjects do not understand the stimuli equally, reaction times can be biased. As an IAT includes 120 measuring points per subject such biases might potentiate across all participants. The results might be biased and neither the researchers nor the participants would recognize such confounding effects. Thus, we focus on the time span between stimulus onset and response and develop a four-step model to create an optimized stimuli set including (1) brainstorming, (2) forming & performing (i.e. pretesting), (3) backward-brainstorming and (4) informing & interviewing.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Paper presented at an academic conference or symposium
Language English
Title Enhancing the Implicit Association Test: A Four-Step Model to Find Appropriate Stimuli
Event Neurois Retreat 2018
Year 2018
Date 19.06-21.06.
Country Austria
Location Vienna


Koller, Monika (Details)
Brenner, Gerhard (University of Applied Sciences Wiener Neustadt, Austria)
Walla, Peter (Webster University Vienna, Austria)
Institute for Marketing and Consumer Research IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5301 Distributive trades (Details)
5307 Business and management economics (Details)
5320 Marketing (Details)
5321 Market research (Details)
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