On the predictive validity of indirect attitude measures: Prediction of consumer choice behavior on the basis of affective priming in the picture–picture naming task

Recent studies have revealed that robust and replicable affective priming of naming responses can be obtained when pictures are used as primes and targets. The aim of the present research was to examine the predictive validity of affective priming effects that are obtained with the picture–picture naming task. In two studies that were modeled after [Karpinski, A., & Hilton, J. L. (2001). Attitudes and the Implicit Association Test. Journal of Personality and Social Psychology, 81, 774–778], we observed that individual difference scores that are obtained with the naming task exhibit good predictive validity. Both practical and theoretical implications of this finding are discussed.