Abstract
We introduce an adaptation of the affect misattribution procedure (AMP), called the implicit preference scale (IMPRES). Participants who complete the IMPRES indicate their preference for one of two, simultaneously presented Chinese ideographs. Each ideograph is preceded by a briefly presented prime stimulus that is irrelevant to the task. Participants are hypothesized to prefer the ideograph that is preceded by the prime they prefer. In the present research, the IMPRES was designed to capture racial attitudes (preferences for white versus black faces) and age-related attitudes (preferences for young versus old faces). Results suggest that (a) the reliability of the IMPRES is similar (or even better) than the reliability of the AMP and (b) that the IMPRES and the AMP correlate significantly. However, neither the AMP nor the IMPRES were found to predict attitude-related outcome behavior (i.e., the preparedness to donate money to a charity benefiting ethnic minorities vs. the elderly). Further research is thus necessary to establish the validity of the IMPRES. Finally, we demonstrated that, unlike the AMP, the IMPRES allows for an in-depth assessment of unanticipated response patterns and/or extreme observations using multidimensional scaling algorithms.
Highlights
Preferences are vital determinants of behavior [1, 2]
We introduced the implicit preference scale (IMPRES) measure, which is a natural extension of the affect misattribution procedure (AMP)
In the AMP, a trial consists of the presentation of a single Chinese ideograph that is preceded by the presentation of a single prime stimulus
Summary
Preferences are vital determinants of behavior [1, 2]. these preferences are often assessed in a direct way via self-assessments, such explicit measures are known to be sensitive to social norms and/or privacy concerns. The calculation of the IMPRES score entails even less calculation as compared to the AMP, because one can use the proportion of trials on which an ideograph was chosen if it was preceded by a prime form a given prime category (e.g., white faces). Another advantage of the IMPRES is the fact that the preference judgments are ideal for the use of multidimensional scaling (MDS) algorithms, thereby allowing for a straightforward visualization of implicit preferences and the identification of extreme subjects or stimuli and other peculiarities [13]. Most importantly, both the IMPRES and the EXPRES data were subjected to an MDS analysis
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