Manipulating the role of cognitive control while taking the implicit association test

Abstract

The Implicit Association Test (IAT) is one of the most widely used methods for measuring attitudes in the behavioral and social sciences. Recent studies have found that individual differences in cognitive control correlate with IAT scores. However, these studies did not collect independent measures of attitude, which makes it difficult to isolate the construct of attitude separate from cognitive control. Furthermore, no study has examined whether the role of cognitive control can be manipulated, which is necessary to establish a causal link between cognitive control and IAT performance. By collecting independent measures of attitude (explicit attitude ratings and the Affect Misattribution Procedure: AMP), Experiment 1 factored out the role of attitude for two different IATs and still found a relationship between IAT scores and cognitive control (Stroop and stop-signal). Experiments 2 and 3 manipulated the role of cognitive control through instructions and feedback regarding the race IAT's measurement goal. These manipulations increased average IAT scores (i.e., stronger preference for whites), increased the relationship with cognitive control (Stroop), and decreased the relationship with attitude (AMP). These results demonstrate that cognitive control influences IAT performance rather than merely correlating with IAT performance.