Estimating the contributions of associations and recoding in the Implicit Association Test: The ReAL model for the IAT.

We introduce the ReAL model for the Implicit Association Test (IAT), a multinomial processing tree model that allows one to mathematically separate the contributions of attitude-based evaluative associations and recoding processes in a specific IAT. The ReAL model explains the observed pattern of erroneous and correct responses in the IAT via 3 underlying processes: recoding of target and attribute categories into a binary representation in the compatible block (Re), evaluative associations of the target categories (A), and label-based identification of the response that is assigned to the respective nominal category (L). In 7 validation studies, using an adaptive response deadline procedure in order to increase the amount of erroneous responses in the IAT, we demonstrated that the ReAL model fits IAT data and that the model parameters vary independently in response to corresponding experimental manipulations. Further studies yielded evidence for the specific predictive validity of the model parameters in the domain of consumer behavior. The ReAL model allows one to disentangle different sources of IAT effects where global effect measures based on response times lead to equivocal interpretations. Possible applications and implications for future IAT research are discussed.