Automatic price appraisals: why they matter and how to measure them.

Accurately estimating consumers' willingness-to-pay (WTP) is crucial to product design, pricing decisions, and the design of competitive marketing strategies. However, traditional self-report measures of WTP are susceptible to many reporting biases, including tactical responding or an inability to make accurate estimates. Importantly, appraisals also occur automatically (i.e., in the absence of substantial time, intention, awareness, and/or substantial cognitive resources) and implicit measures used to capture automatic appraisals are less susceptible to the sort of reporting biases that self-report measures can be affected by. However, the only existing implicit measure for assessing automatic price appraisals (the Task Rule Congruency paradigm, 'TRC') is impractical because of the large number of trials and time it requires. Accordingly, here we introduce the Implicit Attribute Classification Task (IMPACT), test its effectiveness for the measurement of automatic price appraisals (Study 1), and directly compare its effectiveness and utility with that of the TRC (Study 2). We find that the IMPACT is an efficient measure of automatic price appraisals, that it produces considerably larger effects compared to the TRC, and that it does so while substantially shortening the procedure. We also discuss how the IMPACT scores can be used to derive an implicit measure of willingness to pay. Our findings make a substantial contribution to both research and practice by providing an effective tool that facilitates, for the first time, an efficient exploration of implicit WTP.

Implicit beliefs and automatic associations in smoking.

BACKGROUND AND OBJECTIVES: Dual process models of addiction suggest that controlled, goal-directed processes prevent drug-use, whereas impulsive, stimulus-driven processes promote drug-use. The most frequently used measure of automatic smoking-related processes, the implicit association test (IAT), has yielded mixed results. We examine the validity of two alternative implicit measures: 1) the affect misattribution procedure (AMP), a measure of automatic evaluations, and 2) the relational responding task (RRT), a measure of implicit beliefs. METHODS: Smokers and non-smokers performed smoking-related versions of the AMP and the RRT and filled in questionnaires for smoking dependence. Smokers participated in two sessions: once after they just smoked, and once after being deprived for 10 h. Smokers also kept a smoking diary for a week after the second session. RESULTS: We found significant differences between smokers and non-smokers on the RRT, t (86) = 2.86, p = .007, d = 0.61, and on the AMP, F (1, 85) = 6.22, p = .015, pƞ2 = 0.07. Neither the AMP nor the RRT were affected by the deprivation manipulation. Smoking dependence predicted smoking behavior in the following week; the AMP and RRT did not explain additional variance. LIMITATIONS: Possibly, our manipulation was not strong enough to affect the motivational state of participants in a way that it changed their implicit cognitions. Future research should examine the sensitivity of implicit measures to (motivational) context. CONCLUSIONS: We found limited evidence for the validity of the smoking-AMP and the smoking-RRT, highlighting the need for a critical view on implicit measures.

Best research practices for using the Implicit Association Test.

Interest in unintended discrimination that can result from implicit attitudes and stereotypes (implicit biases) has stimulated many research investigations. Much of this research has used the Implicit Association Test (IAT) to measure association strengths that are presumed to underlie implicit biases. It had been more than a decade since the last published treatment of recommended best practices for research using IAT measures. After an initial draft by the first author, and continuing through three subsequent drafts, the 22 authors and 14 commenters contributed extensively to refining the selection and description of recommendation-worthy research practices. Individual judgments of agreement or disagreement were provided by 29 of the 36 authors and commenters. Of the 21 recommended practices for conducting research with IAT measures presented in this article, all but two were endorsed by 90% or more of those who felt knowledgeable enough to express agreement or disagreement; only 4% of the totality of judgments expressed disagreement. For two practices that were retained despite more than two judgments of disagreement (four for one, five for the other), the bases for those disagreements are described in presenting the recommendations. The article additionally provides recommendations for how to report procedures of IAT measures in empirical articles.

Predicting meat consumption from concurrent, automatic appraisals: Introducing nuance to product appraisals.

Research into the relationship between automatic product appraisals and consumer behaviour has largely been limited to measuring generic product evaluations (i.e., positive vs. negative). Especially in the context of meat consumption, this approach seems inadequate, as conflicting evaluative product dimensions may play a role in the preference for a plant-based vs. a meat-based diet (e.g., sustainability vs. taste vs. healthiness). We discuss the limitations of this approach and provide a novel tool that can measure automatic appraisals of several stimulus dimensions simultaneously. Using this tool, we register automatic appraisals (health, taste, price, sustainability, ethicality) of meat and vegetarian stimuli, and compare automatic and explicit appraisals in relation to a range of outcome measures, including self-reported likelihood of purchase and reducing meat consumption, willingness to pay, self-reported frequency of meat consumption, and Body Mass Index. Our findings suggest that the measured automatic appraisals represent unique constructs and vary in the degree to which they inform behaviour. Further, variation in the prediction of the outcome variables suggests that the appraisals captured by the explicit and automatic measures differed. Demonstrating unique contributions of the individual automatic appraisals has crucial implications for future research to understand behaviour and improve existing models.

Corrigendum: Environmentally Sustainable Food Consumption: A Review and Research Agenda From a Goal-Directed Perspective.

[This corrects the article DOI: 10.3389/fpsyg.2020.01603.].

Environmentally Sustainable Food Consumption: A Review and Research Agenda From a Goal-Directed Perspective.

The challenge of convincing people to change their eating habits toward more environmentally sustainable food consumption (ESFC) patterns is becoming increasingly pressing. Food preferences, choices and eating habits are notoriously hard to change as they are a central aspect of people's lifestyles and their socio-cultural environment. Many people already hold positive attitudes toward sustainable food, but the notable gap between favorable attitudes and actual purchase and consumption of more sustainable food products remains to be bridged. The current work aims to (1) present a comprehensive theoretical framework for future research on ESFC, and (2) highlight behavioral solutions for environmental challenges in the food domain from an interdisciplinary perspective. First, starting from the premise that food consumption is deliberately or unintentionally directed at attaining goals, a goal-directed framework for understanding and influencing ESFC is built. To engage in goal-directed behavior, people typically go through a series of sequential steps. The proposed theoretical framework makes explicit the sequential steps or hurdles that need to be taken for consumers to engage in ESFC. Consumers need to positively value the environment, discern a discrepancy between the desired versus the actual state of the environment, opt for action to reduce the experienced discrepancy, intend to engage in behavior that is expected to bring them closer to the desired end state, and act in accordance with their intention. Second, a critical review of the literature on mechanisms that underlie and explain ESFC (or the lack thereof) in high-income countries is presented and integrated into the goal-directed framework. This contribution thus combines a top-down conceptualization with a bottom-up literature review; it identifies and discusses factors that might hold people back from ESFC and interventions that might promote ESFC; and it reveals knowledge gaps as well as insights on how to encourage both short- and long-term ESFC by confronting extant literature with the theoretical framework. Altogether, the analysis yields a set of 33 future research questions in the interdisciplinary food domain that deserve to be addressed with the aim of fostering ESFC in the short and long term.

Body Dissatisfaction Revisited: On the Importance of Implicit Beliefs about Actual and Ideal Body Image.

Body dissatisfaction (i.e., a negative attitude towards one's own physical appearance) is assumed to originate from a perceived discrepancy between the actual physical appearance (i.e., actual body image) and the desired ideal state of the body (i.e., ideal body image). We assessed implicit beliefs about these two aspects of the body image independently using two Relational Responding Tasks (RRT) in a sample of participants who were either low or high in explicitly reported body dissatisfaction. As hypothesized, differences in body dissatisfaction exerted a differential influence on the two RRT scores. The implicit belief that one is thin was less pronounced in participants who were strongly dissatisfied with their body relative to participants who were more satisfied with their body. The implicit desire to be thin (i.e., thin ideal body image), in contrast, tended to be more pronounced in participants who exhibited a high degree of body dissatisfaction as compared to participants who exhibited a low degree of body dissatisfaction. Hierarchical regression analyses also revealed that the RRT scores were predictive of self-reported body dissatisfaction, even over and above the predictive validity of some (but not all) explicit predictors of body dissatisfaction that were included in the present study. More generally, these findings contribute to the empirical validation of the RRT as a measure of implicit beliefs in the context of body dissatisfaction.

Implicit Measures of Actual Versus Ideal Body Image: Relations with Self-Reported Body Dissatisfaction and Dieting Behaviors.

Body dissatisfaction refers to a negative appreciation of one's own body stemming from a discrepancy between how one perceives his/her body (actual body image) and how he/she wants it to be (ideal body image). To circumvent the limitations of self-report measures of body image, measures were developed that allow for a distinction between actual and ideal body image at the implicit level. The first goal of the present study was to investigate whether self-reported body dissatisfaction is related to implicit measures of actual and ideal body image as captured by the Relational Responding Task (RRT). Secondly, we examined whether these RRT measures were related to several indices of dieting behavior. Women high in body dissatisfaction (n = 30) were characterized by relatively strong implicit I-am-fat beliefs, whereas their implicit I-want-to-be-thinner beliefs were similar to individuals low in body dissatisfaction (n = 37). Implicit body image beliefs showed no added value over explicit body image beliefs in predicting body dissatisfaction and dieting behavior. These findings support the idea that the interplay between ideal and actual body image drives (self-reported) body dissatisfaction. However, strong support for the view that it would be critical to differentiate between explicit and implicit body image beliefs is missing.

To IMPRES or to EXPRES? Exploiting comparative judgments to measure and visualize implicit and explicit preferences.

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.

Does sunshine prime loyal or summer? Effects of associative relatedness on the evaluative priming effect in the valent/neutral categorisation task.

After 30 years of research, the mechanisms underlying the evaluative priming effect are still a topic of debate. In this study, we tested whether the evaluative priming effect can result from (uncontrolled) associative relatedness rather than evaluative congruency. Stimuli that share the same evaluative connotation are more likely to show some degree of non-evaluative associative relatedness than stimuli that have a different evaluative connotation. Therefore, unless associative relatedness is explicitly controlled for, evaluative priming effects reported in earlier research may be driven by associative relatedness instead of evaluative relatedness. To address this possibility, we performed an evaluative priming study in which evaluative congruency and associative relatedness were manipulated independently from each other. The valent/neutral categorisation task was used to ensure evaluative stimulus processing in the absence of response priming effects. Results showed an effect of associative relatedness but no (overall) effect of evaluative congruency. Our findings highlight the importance of controlling for associative relatedness when testing for evaluative priming effects.

Automatic stimulus evaluation depends on goal relevance.

To examine whether automatic stimulus evaluation is dependent upon goal relevance, participants were presented with a mixture of (a) goal-induction trials to create a set of goal-relevant and goal-irrelevant stimuli, and (b) evaluative priming trials to capture the automatic evaluation of these stimuli as good or bad. In line with our predictions, a reliable evaluative priming effect was obtained only for stimuli that were relevant for the goal-induction task. Implications for the use of the evaluative priming paradigm as an assessment tool and the replicability of the evaluative priming effect in the absence of dimensional overlap between the prime set and the target set are discussed. (PsycINFO Database Record

On the automaticity of relational stimulus processing: The (extrinsic) relational Simon task.

We introduce the (extrinsic) relational Simon task as a tool for capturing automatic relational stimulus processing. In three experiments, participants responded to a perceptual relation between two stimuli. Results showed that participants were faster and more accurate to respond when the (task-irrelevant) conceptual relation between these stimuli was compatible (rather than incompatible) with the (extrinsic) relational meaning of the required responses. This effect was replicated irrespective of the type of stimulus materials used, irrespective of the similarity between the relational information that was task-relevant and the relational information that was task-irrelevant, and irrespective of the complexity of the task-irrelevant relational information. Our findings add to a growing body of evidence showing that relational stimulus processing can occur under conditions of automaticity.

On the generalization of attitude accessibility after repeated attitude expression.

The more accessible an attitude is, the stronger is its influence on information processing and behavior. Accessibility can be increased through attitude rehearsal, but it remains unknown whether attitude rehearsal also affects the accessibility of related attitudes. To investigate this hypothesis, participants in an experimental condition repeatedly expressed their attitudes towards exemplars of several semantic categories during an evaluative categorization task. Participants in a control condition performed a non-evaluative task with the same exemplars and evaluated unrelated attitude objects. After a 30-minute interval, participants in the experimental condition were faster than controls to evaluate not only the original exemplars but also novel exemplars of the same categories. This finding suggests that the effect of attitude rehearsal on accessibility generalizes to attitudes towards untrained but semantically related attitude objects. © 2016 The Authors. European Journal of Social Psychology published by John Wiley & Sons, Ltd.

On the automaticity of relational stimulus processing.

While it is widely accepted that the semantic analysis of a stimulus can take place in an automatic fashion, it is typically assumed that non-automatic processes are required to process the relation of one stimulus relative to other stimuli. Nevertheless, there is evidence to support the idea that such relational stimulus processing can also take place under automaticity conditions. We examined this hypothesis further in four sequential priming experiments in which participants were asked to categorize target objects as larger or smaller than a reference object (i.e., a football or a car). Crucially, some primes were objects that were larger than the small reference object but smaller than the large reference object (e.g., a bike). Results showed that the impact of these primes upon target responding was dependent on the size of the reference object. When the size of the reference object was small, these primes facilitated responses towards large targets relative to small targets. Vice versa, when the size of the reference object was large, the same set of primes facilitated responses towards small targets relative to large targets. This result was obtained when the size of the reference object was manipulated block-wise (Experiments 1 and 3), trial-wise (Experiments 2 and 4), and even when the primes were presented near subjective recognition thresholds (Experiment 4). Taken together, our findings provide strong evidence for the hypothesis that complex relational stimulus processing can take place under automaticity conditions. A possible underlying mechanism is proposed.

Beyond associations: Do implicit beliefs play a role in smoking addiction?

BACKGROUND AND OBJECTIVES: Influential dual-system models of addiction suggest that an automatic system that is associative and habitual promotes drug use, whereas a controlled system that is propositional and rational inhibits drug use. It is assumed that effects on the Implicit Association Test (IAT) reflect the automatic processes that guide drug seeking. However, results have been inconsistent, challenging: (1) the validity of addiction IATs; and (2) the assumption that the automatic system contains only simple associative information. We aimed to further test the validity of IATs that are used within this field of research using an experimental design. Second, we introduced a new procedure aimed at examining the automatic activation of complex propositional knowledge, the Relational Responding Task (RRT) and examine the validity of RRT effects in the context of smoking. METHODS: In two experiments, smokers performed two different tasks: an approach/avoid IAT and a liking IAT in Experiment 1, and a smoking urges RRT and a valence IAT in Experiment 2. Smokers were tested once immediately after smoking and once after 10 hours of nicotine-deprivation. RESULTS: None of the IAT scores were affected by the deprivation manipulation. RRT scores revealed a stronger implicit desire for smoking in the deprivation condition compared to the satiation condition. CONCLUSIONS: IATs that are currently used to assess automatic processes in addiction have serious drawbacks. Furthermore, the automatic system may contain not only associations but complex drug-related beliefs as well. The RRT may be a useful and valid tool to examine these beliefs.

Extinction of likes and dislikes: effects of feature-specific attention allocation.

The evaluative conditioning (EC) effect refers to the change in the liking of a neutral stimulus (conditioned stimulus, CS) due to its pairing with another stimulus (unconditioned stimulus, US). We examined whether the extinction rate of the EC effect is moderated by feature-specific attention allocation. In two experiments, CSs were abstract Gabor patches varying along two orthogonal, perceptual dimensions (i.e. spatial frequency and orientation). During the acquisition phase, one of these dimensions was predictive of the valence of the USs. During the extinction phase, CSs were presented alone and participants were asked to categorise the CSs either according to their valence, the perceptual dimension that was task-relevant during the acquisition phase, or a perceptual dimension that was task-irrelevant during the acquisition phase. As predicted, explicit valence measures revealed a linear increase in the extinction rate of the EC effect as participants were encouraged to assign attention to non-evaluative stimulus information during the extinction phase. In Experiment 1, Affect Misattribution Paradigm (AMP) data mimicked this pattern of results, although the effect just missed conventional levels of significance. In Experiment 2, the AMP data revealed an increase of the EC effect if attention was focused on evaluative stimulus information. Potential mechanisms to explain these findings are discussed.

How to Modify (Implicit) Evaluations of Fear-Related Stimuli: Effects of Feature-Specific Attention Allocation.

We demonstrate that feature-specific attention allocation influences the way in which repeated exposure modulates implicit and explicit evaluations toward fear-related stimuli. During an exposure procedure, participants were encouraged to assign selective attention either to the evaluative meaning (i.e., Evaluative Condition) or a non-evaluative, semantic feature (i.e., Semantic Condition) of fear-related stimuli. The influence of the exposure procedure was captured by means of a measure of implicit evaluation, explicit evaluative ratings, and a measure of automatic approach/avoidance tendencies. As predicted, the implicit measure of evaluation revealed a reduced expression of evaluations in the Semantic Condition as compared to the Evaluative Condition. Moreover, this effect generalized toward novel objects that were never presented during the exposure procedure. The explicit measure of evaluation mimicked this effect, although it failed to reach conventional levels of statistical significance. No effects were found in terms of automatic approach/avoidance tendencies. Potential implications for the treatment of anxiety disorders are discussed.

Evaluative Priming in the Pronunciation Task.

We replicated and extended a study by Spruyt and Hermans (2008) in which picture primes engendered an evaluative-priming effect on the pronunciation of target words. As preliminary steps, we assessed data reproducibility of the original study, conducted Pilot Study I to identify highly semantically related prime-target pairs, reanalyzed the original data excluding such pairs, conducted Pilot Study II to demonstrate that we can replicate traditional associative priming effects in the pronunciation task, and conducted Pilot Study III to generate relatively unrelated sets of prime pictures and target words. The main study comprised three between-participants conditions: (1) a close replication of the original study, (2) the same condition excluding highly related prime-target pairs, and (3) a condition based on the relatively unrelated sets of prime pictures and target words developed in Pilot Study III. There was little evidence for an evaluative priming effect independent of semantic relatedness.

Is attention enough? A re-examination of the impact of feature-specific attention allocation on semantic priming effects in the pronunciation task.

In a series of articles, Spruyt and colleagues have developed the Feature-Specific Attention Allocation framework, stating that the semantic analysis of task-irrelevant stimuli is critically dependent upon dimension-specific attention allocation. In an adversarial collaboration, we replicate one experiment supporting this theory (Spruyt, de Houwer, & Hermans, 2009; Exp. 3), in which semantic priming effects in the pronunciation task were found to be restricted to stimulus dimensions that were task-relevant on induction trials. Two pilot studies showed the capability of our laboratory to detect priming effects in the pronunciation task, but also suggested that the original effect may be difficult to replicate. In this study, we tried to replicate the original experiment while ensuring adequate statistical power. Results show little evidence for dimension-specific priming effects. The present results provide further insight into the malleability of early semantic encoding processes, but also show the need for further research on this topic.

Implicit beliefs about ideal body image predict body image dissatisfaction.

We examined whether implicit measures of actual and ideal body image can be used to predict body dissatisfaction in young female adults. Participants completed two Implicit Relational Assessment Procedures (IRAPs) to examine their implicit beliefs concerning actual (e.g., I am thin) and desired ideal body image (e.g., I want to be thin). Body dissatisfaction was examined via self-report questionnaires and rating scales. As expected, differences in body dissatisfaction exerted a differential influence on the two IRAP scores. Specifically, the implicit belief that one is thin was lower in participants who exhibited a high degree of body dissatisfaction than in participants who exhibited a low degree of body dissatisfaction. In contrast, the implicit desire to be thin (i.e., thin ideal body image) was stronger in participants who exhibited a high level of body dissatisfaction than in participants who were less dissatisfied with their body. Adding further weight to the idea that both IRAP measures captured different underlying constructs, we also observed that they correlated differently with body mass index, explicit body dissatisfaction, and explicit measures of actual and ideal body image. More generally, these findings underscore the advantage of using implicit measures that incorporate relational information relative to implicit measures that allow for an assessment of associative relations only.