ABSTRACT
As we first began studying implicit self-esteem, we were faced with two fundamental problems. First, what is it? Second, how is it measured? These questions, which point to the theoretical and methodological challenges that are faced in using implicit measures in research, were not easy to answer. Fortunately, a number of other people had already begun to answer them and we were able to draw on what they had learned. We review each of these questions in turn.
