论文信息 - Applying the Implicit Association Test for the Evaluation of Persuasive Technology-Implicitly Measuring Attitudes and Attitude Changes

Applying the Implicit Association Test for the Evaluation of Persuasive Technology-Implicitly Measuring Attitudes and Attitude Changes

The effects of persuasive technologies are typically eva luated by means of behavioural indicators; the similarly important eff ects on the users’ attitudes often remain unevaluated. In this paper we propose the us e 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) differe d 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 promisi ng method to evaluate the shortand long-term impact of persuasive technology tools.

Manfred Tscheligi | Johann Schrammel | Susen Döbelt | Özge Subasi

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