ABSTRACT
In recent years, a number of response-time paradigms have been developed that tap fast evaluative processes occurring within a few hundreds of milliseconds without, and sometimes against, the respondents’ intentions. One class of these so-called implicit measures of attitudes is given by the family of Implicit Association Tests (IATs; Greenwald, McGhee, & Schwartz, 1998). IATs have been used to measure attitudes, prejudice, self-esteem, and nonattitudinal variables such as personality traits and others (Nosek, Greenwald, & Banaji, 2006). Another widely used family of implicit measures is based on priming paradigms (Wittenbrink, 2007). IAT and priming measures are implicit in the sense that participants are not explicitly asked to express an evaluation or attitude (but see De Houwer, Teige-Mocigemba, Spruyt, & Moors, 2009, for another definition). Instead, they are instructed to respond as fast and accurately as they can, and attitudes are inferred from differences in speed and accuracy of responding between different subsets of trials of the tasks that participants are to perform. In the following, both measures, the IAT and priming, are introduced.
