How do indirect measures of evaluation work? Evaluating the inference of prejudice in the Implicit Association Test

Brendl, C Miguel; Markman, Arthur B; Messner, Claude (2001). How do indirect measures of evaluation work? Evaluating the inference of prejudice in the Implicit Association Test. Journal of Personality and Social Psychology, 81(5), pp. 760-773. American Psychological Association 10.1037/0022-3514.81.5.760

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There has been significant interest in indirect measures of attitudes like the Implicit Association Test (IAT), presumably because of the possibility of uncovering implicit prejudices. The authors derived a set of qualitative predictions for people's performance in the IAT on the basis of random walk models. These were supported in 3 experiments comparing clearly positive or negative categories to nonwords. They also provided evidence that participants shift their response criterion when doing the IAT. Because of these criterion shifts, a response pattern in the IAT can have multiple causes. Thus, it is not possible to infer a single cause (such as prejudice) from IAT results. A surprising additional result was that nonwords were treated as though they were evaluated more negatively than obviously negative items like insects, suggesting that low familiarity items may generate the pattern of data previously interpreted as evidence for implicit prejudice.

Item Type:

Journal Article (Original Article)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Consumer Behavior

UniBE Contributor:

Messner, Claude Mathias

Subjects:

600 Technology > 650 Management & public relations
300 Social sciences, sociology & anthropology > 330 Economics

ISSN:

0022-3514

Publisher:

American Psychological Association

Language:

English

Submitter:

Claude Mathias Messner

Date Deposited:

04 Apr 2014 01:43

Last Modified:

19 Feb 2019 13:41

Publisher DOI:

10.1037/0022-3514.81.5.760

PubMed ID:

11708555

BORIS DOI:

10.7892/boris.42539

URI:

https://boris.unibe.ch/id/eprint/42539

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