Denmark, Aarhus

Understanding and Measuring Implicit Attitudes in Marketing Research

when 1 August 2011 - 19 August 2011
duration 3 weeks
credits 5 ECTS

In this course, students will acquire basic knowledge in attitude theory, with a focus on the distinctions between explicit and implicit attitudes. They will also learn the principles of implicit measurement, and learn how to read, understand, and design studies using the Implicit Association Test. Students will gain hands-on experience in designing IAT studies, and will acquire a set of skills that will allow them to use the IAT as part of their future research programs. Course offered by Department of Language and Communication, Aarhus School of Business, AU.

Course leader

Penelope Sheets, University of Washington

Target group

The prerequisites for this class are a general and basic familiarity with the concepts of attitudes and persuasion, as well as survey and experimental design. The latter is more important than the former: Students need to understand empirical research that utilizes survey questionnaires and experimental methods. They do not need to be experts in methodology, but in order to complete the hands-on component of the course (designing their own IAT), it will be helpful if they have some general experience (either as previous researchers or study participants) with survey design. On the theoretical side, the course is designed as an introductory one: We will cover attitudes and persuasion more broadly at the beginning, to ensure that all students are on the same page for the remainder of the course.

Course aim

Students will have a richer perspective on attitudes generally and especially attitude measurement: This will improve both professional and scholarly work in the field. Students will be able to read, understand, critique, and conduct implicit attitude research, allowing them to contribute to an international scholarly conversation on the topic (knowledge). They will be equipped to use and benefit from the software and traditional pen-and-paper tools for constructing IAT-based studies (competencies). Moreover, students will have begun construction on the materials and measures for their own IAT in class, which can form the basis for future data collection.

Fee info

EUR 0: Visit website for information regarding fees