Implicit measures of attitudes

de Norbert Schwarz

Increasingly used in social and behavioral science research, implicit measures aim to assess attitudes that respondents may not be willing to report directly, or of which they may not even be aware. What implicit measurement techniques are currently available? What are their strengths and limitations, compared to traditional self-report measures? And how can researchers use these procedures effectively in their work? Addressing these and other essential questions, this timely book brings together leading experts to review the state of the science, address salient controversies and concerns, and offer practical guidance for investigators.