Implicit measures of attitudes

Increasingly used in social and behavioral science research, implicit measures aim to assess attitudes that respondents may not be willing to report directly, or of which they may not even be aware. What implicit measurement techniques are currently available? What are their strengths and limitations, compared to traditional self-report measures? And how can researchers use these procedures effectively in their work? Addressing these and other essential questions, this timely book brings together leading experts to review the state of the science, address salient controversies and concerns, and offer practical guidance for investigators. Following an introductory overview, Part I reviews the implicit measures that have been most influential thus far. Coverage includes priming procedures, the Implicit Association Test, paper-and-pencil measures, and neuroimaging and other physiological measures. Each approach is thoroughly described and its theoretical and empirical underpinnings are explained. Offering advice on implementation and interpretation, contributors discuss the types of studies for which the various measures are best suited and summarize representative research findings. Next, Part II further examines central issues in implicit measurement, highlighting important avenues for future research. Topics include what makes a measure “implicit”; the extent to which implicit measures, like explicit measures, are context dependent; and how these approaches correspond to broader conceptualizations of attitudes, social judgment, and behavior. An invaluable reference for anyone who uses–or is considering using–the new generation of attitude measures, this book will be read with interest by researchers and students in social and cognitive psychology, public opinion research, consumer behavior, and marketing. It will serve as an authoritative yet accessible text in graduate-level courses. (PsycINFO Database Record (c) 2007 APA, all rights reserved) (from the jacket)