Implicit Measures of Attitudes
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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.
Table of Contents
Wittenbrink, Schwarz, Introduction. Part I: Procedures and Their Implementation. Wittenbrink, Measuring Attitudes through Priming. Lane, Banaji, Nosek, Greenwald, Understanding and Using the Implicit Association Test: IV: What We Know (So Far) about the Method. Vargas, Sekaquaptewa, von Hippel, Armed Only with Paper and Pencil: "Low-Tech" Measures of Implicit Attitudes. Ito, Cacioppo, Attitudes as Mental and Neural States of Readiness: Using Physiological Measures to Study Implicit Attitudes. Olsson, Phelps, Understanding Social Evaluations: What We Can (and Cannot) Learn from Neuroimaging. Part II: Critical Perspectives. De Houwer, Moors, How to Define and Examine the Implicitness of Implicit Measures. Wentura, Rothermund, Paradigms We Live By: A Plea for More Basic Research on the Implicit Association Test. Ferguson, Bargh, Beyond the Attitude Object: Implicit Attitudes Spring from Object-Centered Contexts. Smith, Conrey, Mental Representations Are States, Not Things: Implications for Implicit and Explicit Measurement. Gawronski, Bodenhausen, What Do We Know about Implicit Attitude Measures and What Do We Have to Learn?
Edited by Bernd Wittenbrink, PhD, Center for Decision Research, University of Chicago, USA
and Norbert Schwarz, PhD, Institute for Social Research, University of Michigan, USA
'In recent years, no development in the social sciences has been more exciting than the discovery of implicit attitudes and the pursuit of their measurement. Yet the challenges of developing suitable measures have surprised us all. Different techniques yielded different results, which has inspired richer theory building and produced important insights into the nature of human judgment and the mental representation of preferences. We now see longstanding debates and controversies in new ways. What more could a group of scientists hope for than to make such great progress, and at such a rapid rate? This wonderful book offers a terrific review of these accomplishments and identifies the challenges with which implicit attitude researchers will be grappling in the years to come.' - Jon Krosnick, PhD, Departments of Communication, Political Science, and Psychology, Stanford University, USA
'This is a book for serious students and practitioners of attitudes research. It offers comprehensive coverage of the new wave of implicit measures, written by some of the top researchers in the field. The chapters provide strong theoretical grounding as well as practical information on the 'how-tos' of each measure.' - Jeffrey Sherman, PhD, Department of Psychology, University of California, USA
'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, USA
'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, USA