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Implicit Measurement I Ideas, Methods, and Controversies

Implicit Measurement I Ideas, Methods, and Controversies. Keith Payne University of North Carolina at Chapel Hill. Overview of morning session. Ideas of automaticity and where they came from From concepts to measures Putting it all together.

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Implicit Measurement I Ideas, Methods, and Controversies

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  1. Implicit Measurement IIdeas, Methods, and Controversies Keith Payne University of North Carolina at Chapel Hill

  2. Overview of morning session • Ideas of automaticity and where they came from • From concepts to measures • Putting it all together

  3. Part 1: Ideas of automaticity and where they came from Awareness, Efficiency, Intention, Control

  4. Shiffrin & Schneider (1977) • Studied learning for arbitrary digit/letter sets • When well learned, responses were fast, accurate, and independent of memory load • When poorly learned, responses slower, less accurate, and affected by load

  5. Neely, 1977 • Semantic priming, e.g., bird-robin; body-arm • Manipulated expectancies for whether target would be from the same category as prime or not • At 250ms SOA, speed depended on semantic relatedness; at 2,000ms speed depended on expectancy

  6. Legacies of attention research • Shiffrin: Automatic = efficient (fast, resource-free) • Neely: Automatic = immune to strategy (Intent, control) • Awareness?

  7. Legacies of attention research • Fazio (1986; 1995): Automatic = inescapable • Devine (1989): knowledge versus endorsement • Intention & Control, not conscious awareness

  8. Legacies of implicit memory research • Bird - r_ _ _ _ • Implicit memory = influence of past experience on task performance, in the absence of conscious memory for experience (Schacter, 1987; Jacoby & Dallas, 1981) • For explicit memory test, intention to remember and consciousness of prior experience naturally go together

  9. Legacies of implicit memory • Implicit attitudes = “introspectively unidentified (or inaccurately identified) traces of past experience that mediate favorable or unfavorable feeling, thought, or action toward social objects” (Greenwald & Banaji, 1995)

  10. Implicit = unconscious Implicit memory Implicit attitudes Unaware of experience Can establish lack of awareness re: study events… Unaware of memory traces Can you establish lack of awareness re: attitudes?

  11. Implicit = unconscious? 426 17,480

  12. Exercise Divide into discussion groups of 5-7 people Why is your criterion the most important? …for study of psychology? …for daily life? …for morality? …for the law?

  13. Part 2: From concepts to measures

  14. The inkblot Rorschach 1921

  15. Smudged pages Dubois, 1963

  16. Worn floors (Webb, Campbell, Schwartz, & Sechrest, 1966)

  17. “erotic graffiti” Kinsey (1953)

  18. What separates these indirect tests from modern implicit measures?

  19. Try some for yourself…

  20. Suicide prediction with the IATNock et al. (2010) Prediction exceeded clinician judgments, past history, scale for suicidal ideation

  21. ANES Panel: Predicting Obama votes 6% • Has Obama reduced prejudice?

  22. Panel Re-contact Study Hypothesis: Explicit attitudes may come to align with implicit attitudes through selective information processing

  23. Explicit prejudice aligns with implicit prejudice, in part through biased perceptions of Obama Obama Disapproval May 2009 .47*** .17** ∆ Explicit Prejudice Aug 2009 Implicit Prejudice Oct 2008 .23*** (.15**) Indirect effect b = .07, p < .05

  24. Has Obama reduced prejudice? • Yes, if you support Obama… • Polarized, not post-racial • If prejudice influences views of Obama, then what about policies?

  25. Perceived direction of country over time as function of implicit bias

  26. Does Obama serve as a racial lens through which to view non-racial issues? Obama Disapproval May 2009 Issue attitudes Aug 2009 Prejudice Oct 2008

  27. Findings: meta-analyses

  28. Part 3: Putting it all together

  29. Strengths weaknesses, and controversies

  30. What would it mean if Jesse Jackson did “fail” an implicit test? (Arkes & Tetlock, 2004)

  31. Lessons learned • Automaticity by some criteria but not others is not weak automaticity • Implicit measures have potential to measure unconscious thought, but do not necessarily do so • Control and awareness are often momentary states • Automatic doe not mean unchangeable • Automatic responses are not more genuine that controlled responses • Implicit measures are not pure assessments of automatic processes

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