Measures of Implicit Attitudes May Conceal Differences in Implicit Associations: The Case of Antiaging Bias

Performance on implicit attitude measures is influenced both by the nature of activated evaluative associations and by people's ability to regulate those associations as they respond. One consequence is that identical implicit attitude scores may conceal different underlying processes. This study demonstrated this phenomenon and also shed light on the nature of age differences in antiaging bias on implicit attitude measures. Although younger and older participants demonstrated equivalent levels of antiaging bias on an Implicit Association Test (IAT), application of the Quad model showed that antiold associations were less activated among older than younger adults, but that older adults were less able to overcome these associations in performing the task. Thus, the lack of age differences in IAT performance concealed differences in both underlying evaluative associations and the ability to control those associations. These findings have important implications for the measurement and interpretation of implicit attitudes. © The Author(s) 2012