Slide 1

Keith PayneUniversity of North Carolina at Chapel HillImplicit Measurement IIdeas, Methods, and ControversiesOverview of morning sessionIdeas of automaticity and where they came fromFrom concepts to measuresPutting it all togetherPart 1: Ideas of automaticity and where they came fromAwareness, Efficiency, Intention, Control

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

Neely, 1977Semantic priming, e.g., bird-robin; body-armManipulated expectancies for whether target would be from the same category as prime or notAt 250ms SOA, speed depended on semantic relatedness; at 2,000ms speed depended on expectancy Legacies of attention researchShiffrin: Automatic = efficient (fast, resource-free)Neely: Automatic = immune to strategy (Intent, control)Awareness?

Legacies of attention researchFazio (1986; 1995): Automatic = inescapableDevine (1989): knowledge versus endorsementIntention & Control, not conscious awarenessLegacies of implicit memory researchBird - 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 togetherLegacies of implicit memoryImplicit 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) Implicit = unconsciousImplicit memoryImplicit attitudesUnaware of experience

Can establish lack of awareness re: study events

Unaware of memory traces

Can you establish lack of awareness re: attitudes?Implicit = unconscious?42617,480ExerciseDivide 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?

Part 2: From concepts to measuresThe inkblot

Rorschach 1921Smudged pages

Dubois, 1963Worn floors (Webb, Campbell, Schwartz, & Sechrest, 1966)

erotic graffiti Kinsey (1953)

What separates these indirect tests from modern implicit measures?Try some for yourselfSuicide prediction with the IATNock et al. (2010)Prediction exceeded clinician judgments, past history, scale for suicidal ideationDeath-self > Life-selfLife-self > Death-selfSuicide attempt within 6mo.32.10No suicide attempt within 6mo

.68.90ANES Panel: Predicting Obama votes6%

Has Obama reduced prejudice?

21Panel Re-contact StudyHypothesis: Explicit attitudes may come to align with implicit attitudes through selective information processing

Explicit prejudice aligns with implicit prejudice, in part through biased perceptions of ObamaImplicit Prejudice Oct 2008Obama DisapprovalMay 2009 Explicit PrejudiceAug 2009.17**.47***.23*** (.15**)Indirect effect b = .07, p < .05 Has Obama reduced prejudice?Yes, if you support Obama Polarized, not post-racialIf prejudice influences views of Obama, then what about policies? Better or worse than January 2009?Relations with foreign countriesMoral valuesFederal budget deficitUS military strengthEnvironmentCrime rateEducationHealthcarePovertyEffort to reduce terrorismWar in IraqWar in AfghanistanEconomyBetter or worse than January 2009?Implicit rExplicit rRelations with foreign countries.17*.33*Moral values.04.20*Federal budget deficit.08*.20*US military strength.04.17*Environment.06+.08*Crime rate.13*.12*Education.03.03Healthcare.02.08*Poverty.10*.03Effort to reduce terrorism.08*.23*War in Iraq.10*.10*War in Afghanistan.04.05Economy.06+.15*

Perceived direction of country over time as function of implicit bias Does Obama serve as a racial lens through which to view non-racial issues?Prejudice Oct 2008Obama DisapprovalMay 2009Issue attitudesAug 2009Better or worse than January 2009?Indirect effect of Implicit?Indirect effect of Explicit Relations with foreign countries**Moral values**Federal budget deficit**US military strength**Environment**Crime rate**Education**Healthcare**Poverty**Effort to reduce terrorism**War in Iraq**War in Afghanistan**Economy**Findings: meta-analysesBehaviorExplicit measuresIATGreenwald et al (2009).27.21Hoffman et al (2005)--.24PrimingCameron, Brown, & Payne

.31.20Part 3: Putting it all togetherStrengths weaknesses, and controversiesIATEvaluative PrimingAMPPredicts behaviorEffect sizeReliabilityRelative measureArbitrary metricsSpecificity / extrapersonalWhat would it mean if Jesse Jackson did fail an implicit test? (Arkes & Tetlock, 2004)

Lessons learnedAutomaticity by some criteria but not others is not weak automaticityImplicit measures have potential to measure unconscious thought, but do not necessarily do soControl and awareness are often momentary statesAutomatic doe not mean unchangeableAutomatic responses are not more genuine that controlled responsesImplicit measures are not pure assessments of automatic processes