Predictive Validity of the Implicit Association Test (IAT) to Prognostic of Behaviors of Consumption

Authors

  • Alberto Filgueira Pontifícia Universidade Católica do Rio de Janeiro
  • Pedro Pires Universidade Federal do Rio de Janeiro

DOI:

https://doi.org/10.5380/psi.v16i2.25242

Keywords:

estereótipos, consumidor, Teste de Associações Implícitas, estimativa de magnitude

Abstract

The implicit preference and the stereotype linked to the brand can define the decision making during a buying process. With the goal to study the predictive validity of the Implicit Association Test (IAT) for measuring consumers’ attitudes with two brands, we conducted three experiments. Experiments 1 and 2 revealed implicit and explicit attitudes of the participants. The Experiment 3 simulated a consume task within the computer. We conducted a Simple Linear Regression to identify if the results of the IAT and the Magnitude Estimation technique were statistically effective to forecast simulated consumption behaviors. The result allowed outlining the evidences of IAT’s predictive validity in

forecasting consumers’ attitudes and their behaviors of consumption.
Keywords: stereotypes; consumer; Implicit Association Test; magnitude estimation. 

Author Biographies

Alberto Filgueira, Pontifícia Universidade Católica do Rio de Janeiro

Alberto Filgueiras é Mestre em Psicologia Clínica com ênfase em Psicometria e Neurociências pela PUC-Rio. Possui bacharelado em Psicologia pela UFRJ - Universidade Federal do Rio de Janeiro (2009) e experiência em Programação Computacional para Testagem Neuropsicológica, Psicofísica e Psicométrica, além de experiência em análise estatística de dados para Ciências Biológicas e do Comportamento.

Pedro Pires, Universidade Federal do Rio de Janeiro

Pedro Pires é psicólogo formado pela UFRJ, atualmente cursando Mestrado em Psicologia na UFRJ. Atua na área de Psicologia Quantitativa realizando estudos em Psicologia Social e Consumo.

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How to Cite

Filgueira, A., & Pires, P. (2012). Predictive Validity of the Implicit Association Test (IAT) to Prognostic of Behaviors of Consumption. Interação Em Psicologia, 16(2). https://doi.org/10.5380/psi.v16i2.25242

Issue

Vol. 16 No. 2 (2012)

Section

Research Reports

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