Using the self to change implicit attitudes

Abstract Implicit attitudes are automatic evaluations that occur upon encountering an object. Pairing a particular object with one's self should lead to a positive implicit evaluation of that object as, on the whole, people evaluate themselves positively. Study 1 ( N = 83) demonstrated that asking participants to associate themselves with a particular drink (A) and others with an alternative drink (B) was enough to enhance implicit preference for drink A over drink B indexed by scores on the Implicit Association Test (IAT). Two further studies were conducted to rule out the possibility that the effects of the manipulation were restricted to the procedure and measures adopted in Study 1. Study 2 ( N = 81) tested the mechanism underlying the effects of the manipulation. The results suggested that the change in implicit attitudes towards the drinks varied as a function of the level of one's self‐esteem. Specifically, associating one's self with drink A led to more favourable implicit attitudes towards drink A particularly when one's self was evaluated more positively. In the third study ( N = 44), the basic effect of the manipulation was replicated in an alternative measure of implicit attitudes (the Affect Misattribution Procedure). In all three studies, the effects were unique to implicit measures and did not generalize to explicit measures. Copyright © 2009 John Wiley & Sons, Ltd.