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 2: Evaluative Priming
In the early 1980s, Fazio and his colleagues began the challenge of measuring attitudes using response latencies, rather than asking people how they felt about various attitude objects (Fazio, Chen, McDonel, & Sherman, 1982; Fazio, Powell, & Herr, 1983; Powell & Fazio, 1984; for a review, see Dovidio & Fazio, 1992). As described in Chapter 1, these researchers defined attitudes as an automatic association between an attitude object and its evaluation (“Is it good or bad?”). In order for this mental association to be considered “an attitude,” the evaluation had to be strong enough to be spontaneously accessible when the object was encountered. Based on this definition, Fazio and his colleagues developed the evaluative priming task as one of the first implicit ...