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“Wittenbrink and Schwarz drew together a distinguished group of authors whose expertise concerns how best to examine the interrelations among attitudes, social judgments, and behaviors....Reader-researchers should consider this book a valuable resource, one that nicely characterizes current views on simple as well as complex measures of implicit attitudes.”

—Journal of Social and Clinical Psychology


“Wittenbrink and Schwarz have assembled an impressive group of experts on attitude measurement....I would highly recommend this book for anyone thinking about incorporating the use of implicit attitude measures into his or her research and feel that the book would make an excellent addition to any graduate-level course on attitudes or attitude measurement.”

—PsycCRITIQUES


“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


“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. This book would be an ideal text for graduate-level courses on attitudes.”

—Jeffrey Sherman, PhD, Department of Psychology, University of California, Davis


“The measurement of socially significant attitudes has taken a giant leap forward due to the recent development of implicit measures, which are capable of assessing relatively automatic evaluations. 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


“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. I would definitely use the book in a graduate course in attitudes.”

—Alice H. Eagly, PhD, Department of Psychology, Northwestern University

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Table of Contents

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

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About the Editors

Bernd Wittenbrink, PhD, is Professor of Behavioral Science in the Graduate School of Business and a member of the Center for Decision Research at the University of Chicago. His research concerns the role that stereotypes and group attitudes play in social judgment and behavior. Dr. Wittenbrink’s work has been published in, among others, the Journal of Personality and Social Psychology, the Journal of Experimental Social Psychology, and the Personality and Social Psychology Bulletin. He serves as Associate Editor for the premier journal in the field, the Journal of Personality and Social Psychology.

• Author's website

Norbert Schwarz, DrPhil, is Professor of Psychology, Research Professor in the Survey Research Center and the Research Center for Group Dynamics at the Institute for Social Research, and Professor of Marketing in the Ross School of Business at the University of Michigan. His research interests focus on human judgment and cognition. Dr. Schwarz is a Fellow of the American Academy of Arts and Sciences, the Association for Psychological Science, and the Society for Personality and Social Psychology. His publications include 20 books and more than 200 journal articles and chapters.

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Contributors

Mahzarin R. Banaji, PhD, Department of Psychology, Harvard University, Cambridge, Massachusetts

John A. Bargh, PhD, Department of Psychology, Yale University, New Haven, Connecticut

Galen V. Bodenhausen, PhD, Department of Psychology, Northwestern University, Evanston, Illinois

John T. Cacioppo, PhD, Department of Psychology, University of Chicago, Chicago, Illinois

Frederica R. Conrey, PhD, Department of Psychology, Indiana University, Bloomington, Indiana

Jan De Houwer, PhD, Department of Psychology, University of Ghent, Ghent, Belgium

Melissa J. Ferguson, PhD, Department of Psychology, Cornell University, Ithaca, New York

Bertram Gawronski, PhD, Department of Psychology, University of Western Ontario, London, Ontario, Canada

Anthony G. Greenwald, PhD, Department of Psychology, University of Washington, Seattle, Washington

Tiffany A. Ito, PhD, Department of Psychology, University of Colorado, Boulder, Colorado

Kristin A. Lane, MS, Department of Psychology, Harvard University, Cambridge, Massachusetts

Agnes Moors, PhD, Fund for Scientific Research, Flanders, Belgium

Brian A. Nosek, PhD, Department of Psychology, University of Virginia, Charlottesville, Virginia

Andreas Olsson, PhD, Department of Psychology, Columbia University, New York, New York

Elizabeth A. Phelps, PhD, Department of Psychology, New York University, New York, New York

Klaus Rothermund, PhD, Department of Psychology, Universität Trier, Trier, Germany

Norbert Schwarz, DrPhil, Institute for Social Research, University of Michigan, Ann Arbor, Michigan

Denise Sekaquaptewa, PhD, Department of Psychology, University of Michigan, Ann Arbor, Michigan

Eliot R. Smith, PhD, Department of Psychology, Indiana University, Bloomington, Indiana

Patrick T. Vargas, PhD, Department of Advertising, University of Illinois at Urbana-Champaign, Urbana, Illinois

William von Hippel, PhD, School of Psychology, University of New South Wales, Sydney, Australia

Dirk Wentura, PhD, Department of Psychology, Saarland University, Saarbrucken, Germany

Bernd Wittenbrink, PhD, Center for Decision Research, University of Chicago, Chicago, Illinois

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Audience

Researchers and graduate students in social and cognitive psychology, public opinion research, and consumer and advertising research.

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Course Use

Serves as a supplemental text in graduate-level courses in attitude research and psychology research methods.