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      Math = male, me = female, therefore math ≠ me.

        , ,
      Journal of Personality and Social Psychology
      American Psychological Association (APA)

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          On the automatic activation of attitudes.

          We hypothesized that attitudes characterized by a strong association between the attitude object and an evaluation of that object are capable of being activated from memory automatically upon mere presentation of the attitude object. We used a priming procedure to examine the extent to which the mere presentation of an attitude object would facilitate the latency with which subjects could indicate whether a subsequently presented target adjective had a positive or a negative connotation. Across three experiments, facilitation was observed on trials involving evaluatively congruent primes (attitude objects) and targets, provided that the attitude object possessed a strong evaluative association. In Experiments 1 and 2, preexperimentally strong and weak associations were identified via a measurement procedure. In Experiment 3, the strength of the object-evaluation association was manipulated. The results indicated that attitudes can be automatically activated and that the strength of the object-evaluation association determines the likelihood of such automatic activation. The implications of these findings for a variety of issues regarding attitudes--including their functional value, stability, effects on later behavior, and measurement--are discussed.
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            Variability in automatic activation as an unobtrusive measure of racial attitudes: A bona fide pipeline?

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              Using the implicit association test to measure self-esteem and self-concept.

              Experiment 1 used the Implicit Association Test (IAT; A. G. Greenwald, D. E. McGhee, & J. L. K. Schwartz, 1998) to measure self-esteem by assessing automatic associations of self with positive or negative valence. Confirmatory factor analysis (CFA) showed that two IAT measures defined a factor that was distinct from, but weakly correlated with, a factor defined by standard explicit (self-report) measures of self-esteem. Experiment 2 tested known-groups validity of two IAT gender self-concept measures. Compared with well-established explicit measures, the IAT measures revealed triple the difference in measured masculinity-femininity between men and women. Again, CFA revealed construct divergence between implicit and explicit measures. Experiment 3 assessed the self-esteem IAT's validity in predicting cognitive reactions to success and failure. High implicit self-esteem was associated in the predicted fashion with buffering against adverse effects of failure on two of four measures.
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                Author and article information

                Journal
                Journal of Personality and Social Psychology
                Journal of Personality and Social Psychology
                American Psychological Association (APA)
                1939-1315
                0022-3514
                2002
                2002
                : 83
                : 1
                : 44-59
                Article
                10.1037/0022-3514.83.1.44
                1d435fd4-6a69-4394-a98d-b2bf3dd30dbf
                © 2002
                History

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