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Smoking and the Implicit Association Test: When the Contrast Category Determines the Theoretical Conclusions

Two experiments sought to determine whether smokers and nonsmokers differ in their implicit associations to smoking behavior. Both experiments used the implicit association test (IAT) with the categories of smoking versus nonsmoking. Experiment 2 also included an IAT with the categories of smoking versus stealing. When the IAT contrasted smoking and nonsmoking, nonsmokers exhibited negative smoking attitudes, whereas smokers appeared to be ambivalent. Explicit attitude ratings were consistent in both their pattern and polarity. However, when the IAT was based on the categories of smoking versus stealing, performance was identical among smokers and nonsmokers. Thus, implicit and explicit attitudes toward smoking were congruent with each other, but only as measured by the IAT with a generic contrast category. Implications for measuring implicit attitudes, especially within applied contexts, are discussed.