Implicit Association Test

The Implicit Association Test (IAT) is a tool that has been developed to study the strength of associative links between concepts presented in memory. 

IAT can be administered through computer, smartphone or tablet. A stimulus appears on the screen and the participant is asked to classify it as quickly and accurately as possible.

Whenever a stimulus appears on the screen, the respondent must refer it to the reference category. A fundamental aspect of the IAT is that the participant has only two response keys and therefore each of the keys has two response categories.

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The IAT is based on the idea that it should be easier and quicker to associate a concept with an attribute when these are strongly correlated in memory than when concepts are weakly associated.

The areas in which IAT is used are:

  • Neuroscience
  • Neuromarketing
  • Psychology
  • Marketing research
  • Decision making
  • Law
  • Human factors
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