Over the last two decades, few developments in social psychology have generated as much attention and excitement as the development of new implicit measures of attitudes, which promise to assess attitudes that respondents may not be willing to report directly or may not even be aware of themselves. The interest in these new measures has spurred significant research activity that has produced a growing number of available measures and a flurry of empirical studies concerning their effectiveness and potential limitations. This book offers a detailed introduction to this literature. Specifically, the contributions to Part I of this book describe implicit measurement procedures that have been most influential thus far. The chapters in this part outline the measures' underlying theoretical rationales, provide advice on the implementation of these measures, and review what has been learned through their use. The contributions to Part II offer diverging perspectives on implicit measures of attitudes, identify current theoretical controversies, and highlight avenues for future research. This introductory chapter provides an initial orientation for readers new to the area and offers a short preview of what is to come. (PsycINFO Database Record (c) 2007 APA, all rights reserved) (from the chapter)