Increasingly used by behavioral and social scientists, implicit measures involve investigating core psychological constructs in ways that bypass people's willingness and ability to report their feelings and beliefs. Focused on two primary assessment tools, evaluative priming and the Implicit Association Test, this Implicit Measures volume is designed for serious practitioners and beginning researchers in social and personality psychology.
The book provides an overview of each measure, describing its theoretical underpinnings and construct validity. Each chapter then lays out “best practices” for successfully designing each method and analyzing results, revealing how to avoid common pitfalls. This volume will enable students of implicit measures to decide when and how to use them in their own research, and educate consumers of research about the accomplishments and challenges of using these state-of-the art assessment techniques.
This text will be perfect for all advanced students and researchers in social and personality psychology using implicit measures as part of their studies or research.
Chapter 1: Introduction to Implicit Assessment
Introduction to Implicit Assessment
Whether you are opening your mail, answering your phone, or browsing the Internet, the odds that you will be asked to report your attitudes toward a product, a politician, or a social issue are high. Given the plethora of opinion surveys confronting the average citizen on a daily basis, she or he might reasonably presume that measuring attitudes is a snap. Simply provide clear, precise questions and a scale to respond with (often ranging from 1 = strongly disagree to 7 = strongly agree), then crunch the numbers. Easy, right? Nothing could be further from the truth.
The problem is getting at the truth. Unlike geologists, attitude researchers cannot whip out a measuring tape and wrap it around a ...