Using the implicit association test for interface-based evaluations

Non-instrumental dimensions, the aspects of a product that go beyond its ability to help achieve goals efficiently, are increasingly important in User Experience (UX) research. These dimensions, which include qualities like aesthetics and symbolism, are mainly assessed by self-reports, research has shown. However, respondents can provide wrong answers, willingly, due to concerns like social desirability and self-presentation, or unwillingly, due to the inability to access their inner states. We explored if one implicit measuring method, the Implicit Association Test (IAT), can be used to complement or replace self-report measures. Participants completed six IATs and explicit measures to determine their attitudes toward products represented by pictures of their interfaces. Two non-instrumental dimensions were assessed: valence and self-identification. Overall, implicit and explicit measures displayed a medium correlation. When comparing the correlations between the IATs for the two assessed dimensions and the corresponding explicit measures, similar strong effects were found. This suggests that the IAT bears further exploration as a complement or alternative to selfreport methods.