Do features of stimuli influence IAT effects?

The Implicit Association Test (Greenwald, McGhee, & Schwartz, 1998) is a categorization task intended to measure the strength of associations between concepts. The present research investigated the influence of individual stimuli on IAT effects. Exploring implicit attitudes of East and West Germans, we systematically manipulated relatedness of target stimuli to the attribute dimension and, simultaneously, relatedness of attribute stimuli to the target dimension. Two experiments demonstrate the influence of stimulus associations as one source that drives IAT effects. Depending on the strength and the direction of these cross-category associations, the result was either stronger IAT effects or a decline of IAT effects. Implications for theoretical models as well as for the interpretation of IAT effects are discussed.