Validity of the pictorial attitude implicit association test (PA-IAT) as a measure of implicit motives

We tested the hypothesis that a pictorial attitude variant of the Implicit Association Test (PA-IAT) is a valid measure of implicit motives. The PA-IAT aims to capture attitudes towards pictures that are related to implicit motives. In the first two studies, we showed that the PA-IAT correlated more highly with non-IAT measures of implicit motives than other IAT variants. In the third study, we established the validity of the PA-IAT experimentally and showed that the PA-IAT correlated with non-declarative behavioral measures only if implicit motives were aroused. Finally, we provided evidence for the convergent validity of the PA-IAT by showing that the PA-IAT correlated significantly with the standard measure of implicit motives (i.e., Picture Story Exercise). In sum, our studies highlighted the potential of the PA-IAT as implicit motive measure. Yet, further research is needed before the PA-IAT can be accepted as a ‗standard‘ approach for assessments of implicit motives.