Measuring implicit attitudes in human-computer interactions

Abstract

This paper presents the ongoing project which attempts to solve the problem of measuring users' satisfaction by utilizing methods of discovering users' implicit attitudes. In the initial stage, authors attempted to use the Implicit Association Test (IAT) in order to discover users' implicit attitudes towards a virtual character. The conventional IAT procedure and scoring algorithm were used in order to find possible lacks of original method. Results of the initial experiment are shown in the paper along with method modification proposal and preliminary verification experiment. © 2011 Springer-Verlag.