European Business Schools Librarian's Group

Les Cahiers de Recherche,
HEC Paris

No 888: Detecting attitude change with the implicit association test

Sandor CZELLAR () and Russell H. FAZIO

Abstract: The Implicit Association Test and its variants have become pervasive measures of attitudes in a variety of domains and contexts. In two experiments, the authors provide evidence that a recent variant, the Personalized IAT developed by Olson and Fazio (2004) may more accurately detect changes in personal attitudes than the conventional Traditional IAT devised by Greenwald, McGhee, and Schwartz (1998).

Keywords: attitudes; attitude change; implicit attitude measures; IAT

JEL-codes: M14

32 pages, April 25, 2008

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