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Measuring multiple automatic product appraisals simultaneously : introduction and examination of the implicit attribute classification task

Daria Altenburg (UGent) and Adriaan Spruyt (UGent)
(2026) COGNITION & EMOTION. 40(2). p.360-388
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Abstract
Past research has demonstrated that both carefully formed, contemplated attitudes, but also spontaneously elicited, automatic evaluations play a crucial role in motivating behaviour. However, the accurate measurement of automatic appraisals can be challenging because existing measures can assess automatic appraisals on single attribute dimensions only (e.g. "pleasant"/"unpleasant"). This limitation is particularly critical in consumer decision making because (a) products are never unidimensional, and (b) past research has demonstrated that the complex weighting of various product dimensions (e.g. price, taste, healthiness) often plays a crucial role in consumer decision making. Here, we present the Implicit Attribute Classification Task ("IMPACT"), a new measure of automatic product appraisals that, crucially, was designed specifically to reflect the multidimensionality of stimuli by assessing automatic appraisals of multiple facets simultaneously. Across six experiments, we systematically investigate the paradigm in a series of IMPACTS that examine different facets of automaticity. Our findings make a substantial contribution to research on implicit (consumer) cognition by introducing the IMPACT as a sophisticated new tool that, for the first time, facilitates the assessment of automatic appraisals of multiple facets at once.
Keywords
Implicit cognition, automaticity, product appraisals, consumer decision making, RELATIONAL ASSESSMENT PROCEDURE, PREDICTIVE-VALIDITY, ASSOCIATION TEST, ATTITUDE MEASURES, BEHAVIOR, CHOICE

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MLA
Altenburg, Daria, and Adriaan Spruyt. “Measuring Multiple Automatic Product Appraisals Simultaneously : Introduction and Examination of the Implicit Attribute Classification Task.” COGNITION & EMOTION, vol. 40, no. 2, 2026, pp. 360–88, doi:10.1080/02699931.2025.2508396.
APA
Altenburg, D., & Spruyt, A. (2026). Measuring multiple automatic product appraisals simultaneously : introduction and examination of the implicit attribute classification task. COGNITION & EMOTION, 40(2), 360–388. https://doi.org/10.1080/02699931.2025.2508396
Chicago author-date
Altenburg, Daria, and Adriaan Spruyt. 2026. “Measuring Multiple Automatic Product Appraisals Simultaneously : Introduction and Examination of the Implicit Attribute Classification Task.” COGNITION & EMOTION 40 (2): 360–88. https://doi.org/10.1080/02699931.2025.2508396.
Chicago author-date (all authors)
Altenburg, Daria, and Adriaan Spruyt. 2026. “Measuring Multiple Automatic Product Appraisals Simultaneously : Introduction and Examination of the Implicit Attribute Classification Task.” COGNITION & EMOTION 40 (2): 360–388. doi:10.1080/02699931.2025.2508396.
Vancouver
1.
Altenburg D, Spruyt A. Measuring multiple automatic product appraisals simultaneously : introduction and examination of the implicit attribute classification task. COGNITION & EMOTION. 2026;40(2):360–88.
IEEE
[1]
D. Altenburg and A. Spruyt, “Measuring multiple automatic product appraisals simultaneously : introduction and examination of the implicit attribute classification task,” COGNITION & EMOTION, vol. 40, no. 2, pp. 360–388, 2026.
@article{01JWRDSW4CDTS034F4SH7R668S,
  abstract     = {{Past research has demonstrated that both carefully formed, contemplated attitudes, but also spontaneously elicited, automatic evaluations play a crucial role in motivating behaviour. However, the accurate measurement of automatic appraisals can be challenging because existing measures can assess automatic appraisals on single attribute dimensions only (e.g. "pleasant"/"unpleasant"). This limitation is particularly critical in consumer decision making because (a) products are never unidimensional, and (b) past research has demonstrated that the complex weighting of various product dimensions (e.g. price, taste, healthiness) often plays a crucial role in consumer decision making. Here, we present the Implicit Attribute Classification Task ("IMPACT"), a new measure of automatic product appraisals that, crucially, was designed specifically to reflect the multidimensionality of stimuli by assessing automatic appraisals of multiple facets simultaneously. Across six experiments, we systematically investigate the paradigm in a series of IMPACTS that examine different facets of automaticity. Our findings make a substantial contribution to research on implicit (consumer) cognition by introducing the IMPACT as a sophisticated new tool that, for the first time, facilitates the assessment of automatic appraisals of multiple facets at once.}},
  author       = {{Altenburg, Daria and Spruyt, Adriaan}},
  issn         = {{0269-9931}},
  journal      = {{COGNITION & EMOTION}},
  keywords     = {{Implicit cognition,automaticity,product appraisals,consumer decision making,RELATIONAL ASSESSMENT PROCEDURE,PREDICTIVE-VALIDITY,ASSOCIATION TEST,ATTITUDE MEASURES,BEHAVIOR,CHOICE}},
  language     = {{eng}},
  number       = {{2}},
  pages        = {{360--388}},
  title        = {{Measuring multiple automatic product appraisals simultaneously : introduction and examination of the implicit attribute classification task}},
  url          = {{http://doi.org/10.1080/02699931.2025.2508396}},
  volume       = {{40}},
  year         = {{2026}},
}
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