Applying the Implicit Association Test for the Evaluation of Persuasive Technology - Implicitly Measuring Attitudes and Attitude Changes
نویسندگان
چکیده
The effects of persuasive technologies are typically evaluated by means of behavioural indicators; the similarly important effects on the users’ attitudes often remain unevaluated. In this paper we propose the use of the Implicit Association Test (IAT) as a method to reliably evaluate the effects of persuasive technologies on attitudes/attitude changes. Results showed that two tested distinctive user groups (usability experts and software developers) differed as expected concerning their IAT score. Based on results of reliability and validity tests we suggest the application of IAT in a persuasive technology context and as a promising method to evaluate the shortand long-term impact of persuasive technology tools.
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