IAT stands for Implicit Association Test and is a method used to measure unconscious associations between stimuli (e.g. products or brands) and concepts (e.g. emotions or values). Participants are given a task in which they have to react quickly and automatically to certain stimuli, while their accuracy and reaction time are measured at the same time.

In neuromarketing, the IAT can be used to measure the implicit attitudes and associations of consumers towards products, brands or advertising. By measuring the accuracy and reaction time, companies can find out which associations (positive or negative) consumers associate with certain products or brands.

The IAT can also help to measure the effectiveness of advertising or marketing messages by showing which emotions or values are automatically activated in consumers. This information can be used to optimise advertising campaigns and marketing strategies and make them more effective.