doiSerbia

Brief implicit association test: Validity and utility in prediction of voting behavior

Pavlović Maša D. (Faculty of Philosophy, Department of Psychology, Belgrade)
Žeželj Iris L. (Faculty of Philosophy, Department of Psychology, Belgrade)

We employed the Brief Implicit Association Test (a recently developed short version of IAT) to measure implicit political attitudes toward four political parties running for Serbian parliament. To test its criterion validity, we measured voting intention and actual voting behavior. In addition, we introduced political involvement as a potential moderator of the BIAT’s predictive and incremental validity. The BIAT demonstrated good internal and predictive validity, but lacked incremental validity over self-report measures. Predictive power of the BIAT was moderated by political involvement - the BIAT scores were stronger predictors of voting intention and behavior among voters highly involved in politics.

Keywords: Brief Implicit Association Test, political attitudes, voting behavior, political involvement

Projekat Ministarstva nauke Republike Srbije, br. 179018