中国科学院行为科学重点实验室知识库

内隐联想测验(Implicit Association Test,简称IAT)主要应用于品牌、产品、广告态度测量,以及与消费者心理有关的内隐认知过程。这种基于反应时的测量方法可以有效规避印象管理效应和减免信息提取造成的反应偏差,并且对消费者行为具有很好的预测能力。在信效度方面,IAT能够适应各种规格的测量过程设置(例如不同的刺激呈现时间间隔)。但IAT也存在一定的局限性,其结果的解释往往是单维度的和相对的。在提取消费者内隐态度时,其测量过程本身有可能导致态度的改变,对消费者行为的预测会受到时间压力的影响,其信效度也会受具体实验情境的影响。在应用前瞻方面,IAT因其适用性将被越来越多地应用于消费者心理健康、消费价值观、消费者内隐动机等课题的研究。

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.