Order effects in the IAT

Messner, Claude; Vosgerau, Joachim (2009). Order effects in the IAT. In: McGill, Ann L.; Shavitt, Sharon (eds.) Advances in Consumer Research 36 (pp. 38-40). Duluth: Association for Consumer Research

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We demonstrate that the IAT is crucially influenced by the order in which the two IAT-blocks are administered. In three studies the IAT-effect is shown to change in magnitude and sign when the order of the ‘compatible’ and the ‘incompatible’ block is reversed. Order effects are caused by cognitive inertia, the difficulty to switch from one categorization rule to another categorization rule. Cognitive inertia distorts correlations between IAT-scores and other variables. While the common practice of counterbalancing block-order between-subjects does not cancel out these distortions, we show in study 4 that counterbalancing block-order repeatedly within-subjects can eliminate order effects.

Item Type:

Book Section (Book Chapter)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Consumer Behavior

UniBE Contributor:

Messner, Claude Mathias

Subjects:

600 Technology > 650 Management & public relations
300 Social sciences, sociology & anthropology > 330 Economics

ISSN:

0098-9258

Publisher:

Association for Consumer Research

Language:

English

Submitter:

Claude Mathias Messner

Date Deposited:

21 Aug 2014 16:42

Last Modified:

19 Feb 2019 13:30

Additional Information:

Es handelt sich um einen Beitrag, der unter dem Titel "The IAT in Marketing" erschienen ist.

BORIS DOI:

10.7892/boris.42558

URI:

https://boris.unibe.ch/id/eprint/42558

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