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Do implicit evaluations reflect unconscious attitudes?

Adam Hahn1, Bertram Gawronski1

  • 1Department of Psychology, The University of Western Ontario, Social Science Centre, London, Ontario N6A 5C2, Canada. adam.hahn@uwo.ca bgawrons@uwo.ca http://publish.uwo.ca/~bgawrons/people.htm.

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Summary

Implicit evaluations do not reflect unconscious attitudes, challenging prior assumptions. Research indicates people are consciously aware of their implicit judgments when awareness is properly measured.

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Area of Science:

  • Psychology
  • Cognitive Science
  • Social Psychology

Background:

  • Implicit evaluations are often presumed to reflect unconscious attitudes.
  • Newell & Shanks (N&S) proposed criteria for assessing awareness and consciousness.

Purpose of the Study:

  • To extend Newell & Shanks' (N&S) arguments regarding consciousness to implicit evaluations.
  • To investigate whether implicit evaluations truly reflect unconscious attitudes.

Main Methods:

  • Analysis of existing arguments and empirical evidence concerning implicit evaluations.
  • Application of N&S's criteria for relevance and sensitivity to awareness measures.

Main Results:

  • Correspondence between implicit and explicit evaluations does not meet N&S's criteria for relevance and sensitivity.
  • Adequate measurement of awareness, aligned with N&S's standards, reveals conscious awareness of implicit evaluations.

Conclusions:

  • Implicit evaluations do not necessarily reflect unconscious attitudes.
  • Conscious awareness, not unconsciousness, characterizes implicit evaluations when measured rigorously.