Self-Presentational Effects in the Implicit Association Test


Journal of Consumer Psychology

2006, vol. 16, n°1, pp.92-100

Départements : Marketing

Two studies rely on Schlenker and Leary's (1982) conceptual framework to investigate self-presentational biases in the Implicit Association Test (IAT). Study 1 shows that under specific conditions, the IAT is indeed sensitive to self-presentation, especially for high self-monitors. Study 2 suggests that participants can fake the IAT to appear in a favorable light. Possible process mechanisms are discussed and directions are provided for future research in consumer psychologyKeyWords Plus: SOCIAL DESIRABILITY; ATTITUDES; IAT; CONTROLLABILITY; PREJUDICE; COGNITION; VALIDITY; BEHAVIOR; ANXIETY; MODEL