El Implicit Association Test (IAT; Greenwald, McGhee y Schwartz, 1998) es una técnica que pretende medir fuerza asociativa entre conceptos. Sin embargo, la valencia estimular utilizada puede alterar la magnitud o incluso el sentido de esta fuerza asociativa. En este trabajo, tras un balance de las aportaciones previas, se realizó un experimento con la Intensidad Actitudinal y la Valencia Estimular como variables, obteniéndose evidencia empírica de la influencia progresiva de la valencia independientemente de la fuerza asociativa entre conceptos. De esta manera, y sorprendentemente, se consigue una mayor preferencia por el exogrupo antes que por el endogrupo.
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