Dissociating implicit wanting from implicit liking: Development and validation of the Wanting Implicit Association Test (W-IAT).

BACKGROUND AND OBJECTIVES: Wanting and liking reflect different phenomena that can be dissociated. In the present research, we develop and validate an implicit measure of wanting, the Wanting Implicit Association Test (W-IAT). To examine the validity of the W-IAT, we compared it with a standard liking IAT (L-IAT) and a semantic pseudo-wanting IAT (PW-IAT) in a context where wanting-liking dissociations have been established by previous research. Specifically, we predicted that heterosexual male participants prefer attractive female over attractive male faces in the new wanting IAT, whereas no such asymmetry should be obtained for the liking and pseudo-wanting IATs. METHODS: The rationale of the W-IAT consists in endowing one of the two attribute responses in the IAT with a truly motivational wanting quality, which allows assessment of stimulus-response compatibility effects between target stimuli and responses that are based on motivational wanting. To establish the motivational quality of the wanting response, participants are made thirsty with salty snacks before the test. During the W-IAT, participants obtain water as an action effect of the response with which they categorize drinks into the attribute category "I want". As target stimuli for which the strength of implicit wanting was to be assessed in the IAT, attractive and unattractive male and female faces had to be classified on the basis of their attractiveness. RESULTS: In the W-IAT, participants (heterosexual and male) showed a stronger implicit preference for attractive female over attractive male faces. No such difference was found for implicit liking (assessed with a standard valence IAT) and for the pseudo-wanting IAT (using only semantic labels of wanting and not wanting). LIMITATIONS: Future research is needed to validate the W-IAT in other motivational contexts besides attractive faces (e.g., addiction, craving) and to identify the elements of the procedure that are critical for establishing an implicit measure of wanting. CONCLUSION: Results suggest that the W-IAT is a valid measure of implicit wanting.