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23 - A Survey Researcher’s Response to the Implicit Revolution: Listen to What People Say

from Section VI - Explicit Prejudice; Alive and Well?

Published online by Cambridge University Press:  21 December 2024

By
P. J. Henry
Edited by
Jon A. Krosnick ,
Tobias H. Stark  and
Amanda L. Scott
Jon A. Krosnick
Affiliation:
Stanford University, California
Tobias H. Stark
Affiliation:
Utrecht University, The Netherlands
Amanda L. Scott
Affiliation:
The Strategy Team, Columbus, Ohio
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Summary

The implicit revolution seems to have arrived with the declaration that “explicit measures are informed by and (possibly) rendered invalid by unconscious cognition.” What is the view from survey research, which has relied on explicit methodology for over a century, and whose methods have extended to the political domain in ways that have changed the landscape of politics in the United States and beyond? One survey researcher weighs in. The overwhelming evidence points to the continuing power of explicit measures to predict voting and behavior. Whether implicit measures can do the same, especially beyond what explicit measures can do, is far more ambiguous. The analysis further raises doubts, as others before have done, as to what exactly implicit measures measure, and particularly questions the co-opting among implicit researchers the word “attitude” when such measures instead represent associations. The conclusion: Keep your torches at home. There is no revolution.

Keywords

implicit associationsimplicit prejudiceIATattitudesexplicit measuressymbolic racismgeneralizabilitysamplingculture of the lab
Type
Chapter
Information
The Cambridge Handbook of Implicit Bias and Racism , pp. 595 - 615
Publisher: Cambridge University Press
Print publication year: 2025

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