Week 5: Implicit Measures

Question 1

How does implicit measure work

Answer 1

Assess mental content without requiring awareness of relation between response (eg pressing keyboard) & measured content (attitude)

Question 2

Characteristics of implicit measures

Answer 2

• not direct
• not deliberate
• not controlled
• no intentional self assessment

Question 3

How to measure implicit measures

Answer 3

Using spreading activation & associations

1. Implicit association test
2. Lexicon decision task
3. Evaluative priming

Using ambiguous stimuli
4. Affect misattribution procedure (AMP)

Using accessibility to guide retrieval
5. Word stem completion

Question 4

Implicit association test measures strength between 3 kinds

Answer 4

1. Attitude (attitude object- evaluation)
2. Identity (self- social group)
3. Stereotypes (social group- specific quality)

Question 5

How many blocks & trials are there in 1 IAT

Answer 5

• 7 blocks (4 & 7 are critical, the rest practice blocks)

- 20 trials for practice, 40 trials for critical

Question 6

If block 4 (math & male on L) RT - block 7 (arts & male on L) RT is positive, what does it mean

Answer 6

Means stronger association between arts & male (rather than math & male)

Question 7

What’s the prime, target & judgement of lexical decision task

Answer 7

Prime: any prime
Target: words & non words
Judgement: lexicon decision- is this a word?

Question 8

What’s the prime, target & judgement of evaluative priming

Answer 8

Prime: ONLY attitude prime
Target: positive & negative words
Judgement: positive & negative judgement

Question 9

What’s the prime, target & judgement of AMP

Answer 9

Prime: ONLY attitude primes
Target: ambiguous stimuli
Judgement: positive or negative judgement of target

Question 10

Which implicit measure does not require computer

Answer 10

Word stem completion

Question 11

Limitations of IAT

Answer 11

• does not provide absolute measure of evaluation
  Solution: use single- category IAT
• may reflect extra personal associations too
  Solution: use personalised IAT

Question 12

Characteristic of IAT

Answer 12

• relative measure in comparison to smth else

- target must be easily recognised

Question 13

So implicit measures correspond to explicit measures? (Implicit- explicit correspondence)

Answer 13

It’s usually moderate correspondence, 
YES if Low motivation to avoid appearing prejudice: 
1. Internal motiv to control prejudice 
2. Concern w acting prejudiced
3. Restraint to avoid dispute