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

2. Overview of morning session 1. Ideas of automaticity and where they came from 2. From concepts to measures 3. 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 memoryImplicit 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 IAT Nock et al. (2010) Prediction exceeded clinician judgments, past history, scale for suicidal ideation Death-self > Life-selfLife-self > Death-self Suicide attempt within 6mo.32.10 No suicide attempt within 6mo.68.90

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

22. Panel Re-contact Study Implicit Prejudice + Explicit Prejudice (Sept – Oct, 2008) Obama Approval (May 2009) Explicit Prejudice (Symbolic Racism) (Aug 2009) Hypothesis: Explicit attitudes may come to align with implicit attitudes through selective information processing

25. Explicit prejudice aligns with implicit prejudice, in part through biased perceptions of Obama Implicit Prejudice Oct 2008 Obama Disapproval May 2009 ∆ Explicit Prejudice Aug 2009.17**.47***.23*** (.15**) Indirect effect b =.07, p <.05

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

27. Better or worse than January 2009? 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

28. Better or worse than January 2009?Implicit rExplicit r Relations 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 Healthcare.02.08* Poverty.10*.03 Effort to reduce terrorism.08*.23* War in Iraq.10* War in Afghanistan.04.05 Economy.06+.15*

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

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

31. Better 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**

32. Findings: meta-analyses BehaviorExplicit measures IAT Greenwald et al (2009).27.21 Hoffman et al (2005) --.24 Priming Cameron, Brown, & Payne.31.20

33. Part 3: Putting it all together

34. Strengths weaknesses, and controversies IATEvaluative PrimingAMP Predicts behavior Effect size Reliability Relative measure Arbitrary metrics Specificity / extrapersonal

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

36. Lessons learned 1. Automaticity by some criteria but not others is not weak automaticity 2. Implicit measures have potential to measure unconscious thought, but do not necessarily do so 3. Control and awareness are often momentary states 4. Automatic doe not mean unchangeable 5. Automatic responses are not more genuine that controlled responses 6. Implicit measures are not pure assessments of automatic processes