Journal article

Changing the affective valence of the stimulus items influences the IAT by re-defining the category labels

CL Govan, KD Williams

JOURNAL OF EXPERIMENTAL SOCIAL PSYCHOLOGY | ACADEMIC PRESS INC ELSEVIER SCIENCE | Published : 2004

Abstract

The Implicit Association Test (IAT; Greenwald, McGhee, & Schwartz, 1998) is a computer-based categorization task that measures concept association strengths. Greenwald et al. (1998) demonstrated that participants completed the categorizations more quickly when pleasant and flower shared a response key than when pleasant and insect shared a response key, and when pleasant and White shared a response key than when pleasant and Black shared a response key. In Study 1, we reversed the typical IAT effect for flowers and insects, and eliminated the typical IAT effect for White and Black, by changing the affective valence of the stimulus items. In Study 2, we replicated the reversibility effect for..

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