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.

The Flexibility of the Implicit Association Test

The flexibility of the implicit association test

An outstanding feature of the IAT is the ease with which it can be adapted to suit a variety of research purposes. Its flexibility as an investigative tool is one of its greatest advantages (Greenwald et al., 2002; Rudman et al., 1999; for reviews, see Lane, Banaji, Nosek, & Greenwald, 2007; Nosek, Greenwald, & Banaji, 2007). In Chapter 3, we learned that it could be readily modified to assess attitudes toward a wide variety of objects. In this chapter, I will focus on using the IAT to measure stereotypes, self-esteem, self-concept, and group identity.

Constructing Stereotype IATs

Stereotypes are traits or other attributes (e.g., physical or demographic characteristics and social roles) that are differentially ...

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