Comparative Analysis of Implicit GATA and IAT Measures: Unity in Diversity
DOI:
https://doi.org/10.14515/monitoring.2023.5.2413Keywords:
social action theory, structural theory of attitude, dual process, dual system theory, reasoned action approach, theory of cultural evolution, graphical associative test of attitude, DST, RAA, GATA, IATAbstract
This article analyses the results of a methodological experiment based on a comparison of the measurement results of the Graphic Association Test of Attitude (GATA) and the Implicit Association Test (IAT). Both tests claim to measure implicit (i.e., nonconscious) “mental content”, and each of the tests has certain problems of construct validity. In designing the experiment, the authors of this study assumed that the concordance of the measurement results would indicate, if not unity, then at least a degree of similarity between the items measured by the two tests and would contribute to the conceptualization of the items measured by each test.
The results of the experiment seem contradictory. On the one hand, it did not reveal any facts that cast doubt on the validity of GATA as an implicit measurement tool. On the other hand, the data obtained indicate that the compared methods tend to diagnose significantly different aspects of “mental content”. There are empirical grounds to assume that IAT reflects mainly the well-established core of the social attitude, which, due to routine, is no longer reflected, while GATA in addition to that could capture the very first signs of changes that are “implicit” precisely because they are not yet reflected.
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