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An inkblot for attitudes: affect misattribution as implicit measurement.

B Keith Payne1, Clara Michelle Cheng, Olesya Govorun

  • 1Department of Psychology, The Ohio State University, OH, USA. payne@unc.edu

Journal of Personality and Social Psychology
|October 27, 2005
PubMed
Summary

The Affect Misattribution Procedure (AMP) effectively measures implicit attitudes by assessing how people misattribute their feelings. This reliable method shows in-group bias and correlates with explicit attitudes, even resisting conscious correction attempts.

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Area of Science:

  • Social Psychology
  • Cognitive Psychology
  • Attitude Measurement

Background:

  • Implicit attitudes are crucial for understanding behavior.
  • Existing implicit measures have limitations.
  • The Affect Misattribution Procedure (AMP) offers a novel approach.

Purpose of the Study:

  • To introduce and validate the Affect Misattribution Procedure (AMP) as a measure of implicit attitudes.
  • To assess the AMP's sensitivity to evaluative judgments and its reliability.
  • To examine the AMP's relationship with explicit attitudes and its resistance to conscious control.

Main Methods:

  • Participants completed the AMP, involving misattributing affective reactions to stimuli.
  • Evaluations were assessed under varying presentation rates.

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  • Correlations were examined with self-reported political and racial attitudes, and motivations to control prejudice.

    • Main Results:

    • The AMP reliably detected favorable and unfavorable evaluations.
    • The misattribution effect was robust across different presentation speeds.
    • AMP scores correlated with explicit attitudes and showed in-group bias in racial attitudes.
    • The procedure was unaffected by warnings to avoid bias.

    Conclusions:

    • The AMP is a sensitive, reliable, and valid measure of implicit attitudes.
    • It demonstrates resistance to conscious correction, making it valuable for sensitive domains like racial attitudes.
    • The AMP offers advantages in effect size, reliability, ease of use, and resistance to bias correction.