Whether implicit attitudes exist is one question, and whether we can measure individual differences effectively is another.

Abstract

Questions about measurement of individual differences in implicit attitudes, which have been the focus so far in this exchange, should be distinguished from more general questions about whether implicit attitudes exist and operate in our minds. Theorists frequently move too quickly from pessimistic results regarding the first set of questions to pessimistic conclusions about the second. That is, they take evidence that indirect measures such as the implicit association test (IAT) disappoint as individual difference measures and use it to (mistakenly) suggest that people do not in fact have implicit attitudes directed at stigmatized groups. In this commentary, I dissect this mistake in detail, drawing key lessons from a parallel debate that has unfolded in cognitive science about "conflict tasks" such as the Stroop task. I argue that the evidence overall supports a nuanced conclusion: Indirect measures such as the IAT measure individual differences in implicit attitudes poorly, but they-via distinct lines of evidence-still support the view that implicit attitudes exist. This article is categorized under: Psychology > Theory and Methods.