Subjects classified visible 2-digit numbers as larger or smaller than 55. Target numbers were preceded by masked 2-digit primes that were either congruent (same relation to 55) or incongruent. Experiments 1 and 2 showed prime congruency effects for stimuli never included in the set of classified visible targets, indicating subliminal priming based on long-term semantic memory. Experiments 2 and 3 went further to demonstrate paradoxical unconscious priming effects resulting from task context. For example, after repeated practice classifying 73 as larger (...) than 55, the novel masked prime 37 paradoxically facilitated the “larger” response. In these experiments task context could induce subjects to unconsciously process only the leftmost masked prime digit, only the rightmost digit, or both independently. Across 3 experiments, subliminal priming was governed by both task context and long-term semantic memory. (shrink)

Three studies investigated implicit brand attitudes and their relation to explicit attitudes, prod- uct usage, and product differentiation. Implicit attitudes were measured using the Implicit As- sociation Test (IAT; Greenwald, McGhee, & Schwartz, 1998). Study 1 showed expected differ- ences in implicit attitudes between users of two leading yogurt brands, also revealing significant correlations between IAT-measured implicit attitudes and explicit attitudes. In Study 2, users of two fast food restaurants (McDonald’s and Milk Bar) showed implicit attitudi- nal preference for (...) their favorite restaurant. In Study 3, implicit attitudes of users of two soft drinks (Coca-Cola and Pepsi) predicted brand preference, product usage, and brand recognition in a blind taste test. A meta-analytic combination of the three studies showed that the use of IAT measures increased the prediction of behavior relative to explicit attitude measures alone. (shrink)

An implicit association test (IAT) measures differential association of 2 target concepts with an attribute. The 2 concepts appear in a 2-choice task (e.g., flower vs. insect names), and the attribute in a 2nd task (e.g., pleasant vs. unpleasant words for an evaluation attribute). When instructions oblige highly associated categories (e.g., flower + pleasant) to share a response key, performance is faster than when less associated categories (e.g., insect + pleasant) share a key. This performance difference implicitly measures differential association (...) of the 2 concepts with the attribute. In 3 experiments, the IAT was sensitive to (a) near-universal evaluative differences (e.g., flower vs. insect), (b) expected individual differences in evaluative associations (Japanese + pleasant vs. Korean + pleasant for Japanese vs. Korean subjects), and (c) consciously disavowed evaluative differences (Black + pleasant vs. White + pleasant for self-described unprejudiced White subjects). (PsycINFO Database Record (c) 2016 APA, all rights reserved). (shrink)

This article documents two facts that are provocative in juxtaposition. First: There is multidecade durability of theory controversies in psychology, demonstrated here in the subdisciplines of cognitive and social psychology. Second: There is a much greater frequency of Nobel science awards for contributions to method than for contributions to theory, shown here in an analysis of the last two decades of Nobel awards in physics, chemistry, and medicine. The available documentation of Nobel awards reveals two forms of method–theory synergy: (a) (...) existing theories were often essential in enabling development of awarded methods, and (b) award-receiving methods often generated previously inconceivable data, which in turn inspired previously inconceivable theories. It is easy to find illustrations of these same synergies also in psychology. Perhaps greater recognition of the value of method in advancing theory can help to achieve resolutions of psychology’s persistent theory controversies. (shrink)

In the preceding article, Buchner and Wippich used a guessing-corrected, multinomial process-dissociation analysis to test whether a gender bias in fame judgments reported by Banaji and Greenwald was unconscious. In their two experiments, Buchner and Wippich found no evidence for unconscious mediation of this gender bias. Their conclusion can be questioned by noting that the gender difference in familiarity of previously seen names that Buchner and Wippich modeled was different from the gender difference in criterion for fame judgments reported (...) by Banaji and Greenwald, the assumptions of Buchner and Wippich's multinomial model excluded processes that are plausibly involved in the fame judgment task, and the constructs of Buchner and Wippich's model that corresponded most closely to Banaji and Greenwald's gender-bias interpretation were formulated so as to preclude the possibility of modeling that interpretation. Perhaps a more complex multinomial model can model the Banaji and Greenwald interpretation. (shrink)

To consciously bolster behaviour that is disapproved by others (i.e., stigmatised behaviour) people may hold and report a favourable attitude toward the behaviour. However, achieving such bolstering outside awareness may be more difficult. Explicit attitudes were measured with self-report measures, and the Implicit Association Test was used to assess implicit attitudes toward behaviour held by stigmatised actors (smokers) and nonstigmatised actors (vegetarians and omnivores). Smokers' showed greater attitude-behaviour consistency in their explicit attitudes toward smoking that in their implicit attitudes. By (...) contrast, vegetarians and omnivores showed attitude-behaviour-consistency at both implicit and explicit levels. Smokers' implicit negative attitudes toward smoking may reflect its status as a stigmatised behaviour, or its addictive nature. (shrink)

Four experiments demonstrate category congruency priming by subliminal prime words that were never seen as targets in a valence-classification task and a gender-classification task . In Experiment 1, overlap in terms of word fragments of one or more letters between primes and targets of different valences was larger than between primes and targets of the same valence. In Experiments 2 and 3, the sets of prime words and target words were completely disjoint in terms of used letters. In Experiment 4, (...) pictures served as targets. The observed subliminal priming effects for novel primes cannot be driven by partial analysis of primes at the word-fragment level; they suggest instead that primes were processed semantically as whole words contingent upon prime duration. (shrink)

This theoretical integration of social psychology’s main cognitive and affective constructs was shaped by 3 influences: (a) recent widespread interest in automatic and implicit cognition, (b) development of the Implicit Association Test (IAT; A. G. Greenwald, D. E. McGhee, & J. L. K. Schwartz, 1998), and (c) social psychology’s consistency theories of the 1950s, especially F. Heider’s (1958) balance theory. The balanced identity design is introduced as a method to test correlational predictions of the theory. Data obtained with this (...) method revealed that predicted consistency patterns were strongly apparent in the data for implicit (IAT) measures but not in those for parallel explicit (self-report) measures. Two additional not-yet-tested predictions of the theory are described. (shrink)

A. G. Greenwald and H. G. Shulman (1973) found that 2 tasks characterized by ideomotor (IM) compatibility could be perfectly timeshared (i.e., performed simultaneously without mutual interference). The 2 tasks were pronouncing “A” or “B” in response to hearing those letter names, and making a manual left or right response to seeing a left- or right-positioned arrow. M.-C. Lien, R. W. Proctor, and P. A. Allen (2002) did not replicate Greenwald and Shulman’s result, and concluded that their finding (...) of perfect timesharing of 2 IM-compatible tasks might not be replicable. In the present research, Experiment 1 replicated Greenwald and Shulman’s 1973 finding while also supporting the conclusion that Lien et al.’s nonreplication was due to their not instructing subjects to make 2 responses simultaneously in their timeshared task. Experiment 2 again replicated the perfect timesharing finding, using an alternative control procedure that mixed manual and vocal tasks in the same block. (shrink)

Lane, K. A., Banaji, M. R., Nosek, B. A., & Greenwald, A. G. (2007). Understanding and using the Implicit Association Test: IV. What we know (so far) (Pp. 59–102). In B. Wittenbrink & N. S. Schwarz (Eds.). Implicit measures of attitudes: Procedures and controversies . New York: Guilford Press. PDF - 652KB ].

This chapter contains sections titled: Introduction Particularism vs. Universalism Modern vs. Traditional Philosophy and Language Conceptual Decolonization and the Question of Democracy and Consensus The Problem of Linguistic Inadequacy Whither African Philosophy?