Testing the semantic differential as a model of task processes with the implicit association test

Abstract

In this study, we examined the hypothesis that semantic judgment tasks share overlapping processes if they require processing on common dimensions but not if they require processing on orthogonal dimensions in semantic space (Osgood, Suci, & Tannenbaum, 1957). We tested the hypothesis with the implicit association test (IATl Greenwald, McGhee, & Schwartz, 1998) in three experiments. Consistent with the hypothesis, IAT effects (costs in reaction time because of incompatible response mapping between associated judgment tasks) occurred consistently when judgment tasks tapped into common semantic dimensions, whereas no IAT effect appeared when judgment tasks entailed processing on orthogonal semantic dimensions.