The implicit association test outperforms the extrinsic affective Simon task as an implicit measure of inter‐individual differences in attitudes

We used both the Extrinsic Affective Simon Task (EAST) and the Implicit Association Test (IAT) as implicit measures of inter-individual differences in attitudes towards political parties (Experiment 1), food items (Experiment 2) and homosexuality (Experiment 3). IAT but not EAST scores were related in a meaningful manner to self-report measures of the corresponding attitudes (Experiments 1-3) and self-reported behaviour (Experiments 2 and 3). Whereas split-half reliability of the IAT scores was satisfactory, EAST scores overall had a low split-half reliability. The present results suggest that the EAST as introduced by De Houwer (2003b, Experimental Psychology) does not offer a good alternative for the IAT as an implicit measure of inter-individual differences in attitudes.