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The IAT as a predictor of spontaneous food choice: The case of fruits versus snacks

One of the issues concerning the application of implicit measures like the IAT is whether they can be successfully applied to consumer choices. Four studies (N=399) tested the predictive and incremental validity of an IAT of attitudes towards fruits versus snacks on the choice of a fruit or a snack at the end of the experimental session. Specifically, additive and interactive patterns to predict behavioral preference towards snacks or fruits were tested. The results showed that the IAT has both predictive and incremental validity and supported the additive pattern (i.e., both implicit and explicit measures independently predicted the behavioral preference for fruits versus snacks).