How to like yourself better, or chocolate less: Changing implicit attitudes with one IAT task

0022-1031/$ see front matter 2009 Elsevier Inc. A doi:10.1016/j.jesp.2009.06.008 * Corresponding author. Address: Institut für Ps Universität Jena, Am Steiger 3, Haus 1, D-07743 Jena, 112. E-mail addresses: [email protected] (I.D. E jena.de (M.C. Steffens). 1 The debate whether implicit and explicit attitudes yet been settled. When we use the term ‘‘implicit att evaluative processes that tap associative rather than r processing. The current paper introduces a novel feature of implicit association tests (IATs) by demonstrating their potential to change implicit attitudes. We assume that such changes are driven by associative learning mechanisms caused by carrying out an IAT task. Currently, evaluative conditioning appears to be the only widespread paradigm for changing implicit attitudes. An IAT task could provide an alternative. In two experiments, participants initially reacted to only one IAT task. Implicit preferences subsequently assessed with different implicit measures depended on the initial IAT task. This was shown for implicit self-esteem and for implicit attitudes towards well-known candy brands. Findings are discussed in relation to task-order effects in IATs. 2009 Elsevier Inc. All rights reserved.