Research With Implicit Measures: Suggestions for a New Agenda of Sub-Personal Psychology

Research with implicit measures has been criticized for an unclear meaning of the term implicit and inadequate psychometric properties, as well as problems regarding internal validity and low predictive validity of implicit measures. To these criticisms, we add an overly restrictive theoretical focus and research agenda that is limited to the narrow dichotomy between associations versus propositional beliefs. In this article, we address the last problem by introducing a new perspective of a sub-personal psychology. This broad approach expands the conceptual horizon in order to make use of the full potential that experimental paradigms can offer for assessing, explaining, predicting, and modifying human functioning and behavior. Going beyond the analysis of associations and beliefs, we highlight the use of experimental paradigms to examine and modify motivational, environmental, and episodic memory factors that influence human action.