Using the implicit association test across cultures: A case of implicit self‐esteem in Japan and Canada

Abstract

Previous research has suggested that implicit self‐esteem might be universally positive. In the present study implicit self‐esteem, as measured by the implicit association test (IAT), was found to be positive in both Japanese and Canadian participants. However, contrary to prior research, Japanese participants were found to have significantly lower implicit self‐esteem than Canadians. Japanese participants also had lower scores on an exploratory measure of collective implicit self‐esteem. In general, the results of the present study point to the complexities in the study of implicit self‐esteem across cultures. Inconsistencies between the present and previous research might reflect divergent methodologies used in the IAT. The applicability of the IAT in a cross‐cultural setting is discussed.