ABSTRACT
During the past decade, many new measures of attitudes have been proposed, several of which received the label implicit measure. The most commonly known implicit measures are probably the affective priming task (e.g., Fazio, Jackson, Dunton, & Williams, 1995), the Implicit Association Test (IAT; e.g., Greenwald, McGhee, & Schwartz, 1998), the Extrinsic Affective Simon Task (EAST; e.g., De Houwer, 2003b; De Houwer & Eelen, 1998), and the Go/No-Go Association Task (GNAT; Nosek & Banaji, 2001; see Fazio & Olson, 2003, for a review). Given this increase in the number of available measures, there is a risk of not being able to see the proverbial forest for the trees. Although each of the measures is assumed to reveal attitudes, it is often difficult to understand how the different measures are related to each other, whether they can be expected to converge, and if so, under which conditions. There is thus a need for criteria that can be used to compare and describe the different measures.
