Implicit attitude toward color (3) –paper-formatted IAT can be utilized inmeasuring implicit color preference in group experiment–

Abstract

　Group experiment measuring implicit color preference was executed using paper-formatted Implicit Association Test (paper-IAT). Two sessions of paper-IAT were repeated with 5 weeks interval in which relative implicit color preferences of chromatic antagonistic colors (red-green and blue-yellow) and achromatic antagonistic color (white-black) were measured, and compared with explicit color preferences measured by Visual Analogue Scale (VAS). Results showed that (1)paper-IAT exhibited a certain range of reliability against 5-weeks interval, though it was lower than VAS, (2)significant implicit-explicit correlations were confirmed in the chromatic color evaluation, but not in the achromatic evaluation, and (3)discrepancy between implicit and explicit measurements in the achromatic evaluation was supposed to be linked to the participant’s cognitive attitude toward color, i.e., tendency of stereotypical thinking concerning color in their daily livings. These results were consistent with the results of PC-based conventional IAT experiments, and indicated that paper-IAT was useful method of group experiment for measuring implicit color preference.