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 3: The Implicit Association Test
The Implicit Association Test
The Implicit Association Test (IAT) is based on the simple but ingenious principle that people perform tasks better (i.e., with greater speed and accuracy) when they can rely on well-practiced cognitive associations, compared with when task demands are in conflict with automatic mental links. The latter is akin to speaking in a foreign language. Although the task can be performed, it takes time and effort and mistakes are made that resemble stuttering. For example, it is easy for most people to associate flowers with good words and insects with bad words by pressing the same computer key when they see either a flower or a pleasant word (e.g., paradise, gold), but a different key when they see either ...