Extending the Implicit Association Test (IAT): Assessing Consumer Attitudes Based on Multi-Dimensional Implicit Associations

Background: The authors present a procedural extension of the popular Implicit Association Test (IAT; [1]) that allows for indirect measurement of attitudes on multiple dimensions (e.g., safe–unsafe; young–old; innovative–conventional, etc.) rather than on a single evaluative dimension only (e.g., good–bad). Methodology/Principal Findings: In...