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Implicit Measures of Attitudes

by Edited by Bernd Wittenbrink, PhD, Graduate School of Business, University of Chicago, and Norbert Schwarz, PhD, Institute for Social Research, University of Michigan

Increasingly used in social and behavioral science research, implicit measures aim to assess attitudes that respondents may not be willing to report directly, or of which they may not even be aware.

Full Description:   

Increasingly used in social and behavioral science research, implicit measures aim to assess attitudes that respondents may not be willing to report directly, or of which they may not even be aware. This timely book brings together leading investigators to review currently available procedures and offer practical recommendations for their implementation and interpretation. The theoretical bases of the various approaches are explored and their respective strengths and limitations are critically examined. The volume also discusses current controversies facing the field and highlights promising avenues for future research.

"The study of implicit attitudes is the most significant development in attitude theory and research in recent years. This timely volume features analyses by the major contributors to this important development. The chapter authors skillfully present both the promise and the uncertainties of the many implicit measures that have been proposed. This book is essential reading not only for attitude researchers, but also for all researchers who wish to understand whether they should incorporate implicit measures into their studies."
-Alice H. Eagly, PhD, Department of Psychology, Northwestern University
"This volume presents a scholarly yet very accessible treatment of these new measures, describing them in detail and evaluating their merits. Additionally, the volume shows how these measurement advances have permitted us to address new and fundamental issues about the nature of human judgment. This is a superb, integrative treatment of a major advance in the social and behavioral sciences. I will certainly use it as a text in my social psychology graduate proseminar; it is also likely to be used in advanced undergraduate courses devoted to attitudes, judgment, and assessment."
-Charles M. Judd, PhD, Department of Psychology, University of Colorado at Boulder

Pages: 295, Size: 6" x 9"


1. Introduction, Bernd Wittenbrink and Norbert Schwarz

I. Procedures and Their Implementation

2. Measuring Attitudes through Priming, Bernd Wittenbrink

3. Understanding and Using the Implicit Association Test: IV: What We Know (So Far) about the Method, Kristin A. Lane, Mahzarin R. Banaji, Brian A. Nosek, and Anthony G. Greenwald

4. Armed Only with Paper and Pencil: "Low-Tech" Measures of Implicit Attitudes, Patrick T. Vargas, Denise Sekaquaptewa, and William von Hippel

5. Attitudes as Mental and Neural States of Readiness: Using Physiological Measures to Study Implicit Attitudes, Tiffany A. Ito and John T. Cacioppo

6. Understanding Social Evaluations: What We Can (and Cannot) Learn from Neuroimaging, Andreas Olsson and Elizabeth A. Phelps

II. Critical Perspectives

7. How to Define and Examine the Implicitness of Implicit Measures, Jan De Houwer and Agnes Moors

8. Paradigms We Live By: A Plea for More Basic Research on the Implicit Association Test, Dirk Wentura and Klaus Rothermund

9. Beyond the Attitude Object: Implicit Attitudes Spring from Object-Centered Contexts, Melissa J. Ferguson and John A. Bargh

10. Mental Representations Are States, Not Things: Implications for Implicit and Explicit Measurement, Eliot R. Smith and Frederica R. Conrey

11. What Do We Know about Implicit Attitude Measures and What Do We Have to Learn?, Bertram Gawronski and Galen V. Bodenhausen

Publication Date: January 2007

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