The Extrinsic Affective Simon Task.

A modified version of the Implicit Association Test (IAT) is described that is based on a comparison of performance on trials within a single task rather than on a comparison of performance on different tasks. In two experiments, participants saw white words that needed to be classified on the basis of stimulus valence and colored words that were to be classified on the basis of color. On trials where the colored word referred to a positive target concept (e.g., "flowers," "self"), performance was superior when the correct response was the response that was also assigned to positive white words. The reverse was true on trials where the colored word represented a negative target concept (e.g., "insect"). This variant of the IAT is less susceptible to nonassociative effects of task recoding and can be used to assess single and multiple attitudes.