Chapter 2: What are Implicit Measures and Why are We Using Them?
Jan De Houwer
What are implicit measures and why are we using them? Abstract: I argue that implicit measures are measurement outcomes that have certain functional properties. The expression “indirect measure,” however, refers to an objective property of the measurement procedure, being that the researcher does not assess the attitude on the basis of a self-assessment by the participant but on the basis of another behavior. With regard to the question of why one should use implicit measures, research suggests that they do not allow one to register stable structures in memory. It is also doubtful that they provide an index of implicit attitudes. But to the extent that implicit measures reflect the automatic impact of attitudes and cognitions, they could provide a unique insight into the effects of automatic processing on real-life behavior. For many years, psychologists have tried to measure attitudes and other cognitions in an attempt to understand, control, or ...