Discriminating between the effects of valence and salience in the Implicit Association Test.

The Implicit Association Test (IAT) is the most widely used indirect measure of attitudes in social psychology. It has been suggested that artefacts such as salience asymmetries and familiarity can influence performance on the IAT. Chang and Mitchell (2009) proposed that the ease with which IAT stimuli are classified (classification fluency) is the common mechanism underlying both of these factors. In the current study, we investigated the effect of classification fluency on the IAT and trialled a measure-the split IAT-for dissociating between the effects of valence and salience in the IAT. Across six experiments, we examined the relationship between target classification fluency and salience asymmetries in the IAT. In the standard IAT, the more fluently classified target category was, all else being equal, compatible with pleasant attributes over unpleasant attributes. Furthermore, the more fluently classified target category was more easily classified with the more salient attribute category in the split IAT, independent of evaluative associations. This suggests that the more fluently classified category is also the more salient target category.