The Value of Zoo Experiences for Connecting People with Nature

The Implicit Association Test (IAT) assesses relative strengths of four associations involving two pairs of contrasted concepts (e.g., male-female and family-career). In four studies, analyses of data from 11 Web IATs, averaging 12,000 respondents per data set, supported the following conclusions: (a) sorting IAT trials into subsets does not yield conceptually distinct measures; (b) valid IAT measures can be produced using as few as two items to represent each concept; (c) there are conditions for which the administration order of IAT and self-report measures does not alter psychometric properties of either measure; and (d) a known extraneous effect of IAT task block order was sharply reduced by using extra practice trials. Together, these analyses provide additional construct validation for the IAT and suggest practical guidelines to users of the IAT.