Novel attitudes can be faked on the Implicit Association Test

We asked participants to imagine that a researcher would provide them with positive or negative information about fictitious social groups. Half of the participants were asked to act in such a way that they would conform to the expectations of the researcher. The other participants were asked to behave in the manner opposite to what the researcher expected. Participants then completed an IAT designed to measure the newly formed attitudes toward the fictitious social groups. The direction of the IAT effect depended on the faking instructions. The results call for caution when using the IAT to study the development of implicit attitudes.