Not So Fast: Ten Challenges to Importing Implicit Attitude Measures to Media Psychology
The implicit attitude construct has captured researchers' imaginations and dramatically shifted research priorities in the attitude field. It is likely that these measures will be increasingly utilized by researchers studying media-related phenomena. We review the psychometric foundations of current implicit measures and introduce what we view as 10 pressing psychometric, methodological, and conceptual challenges facing the implicit attitude field today. We call for research that revises current empirical approaches to better address these challenges and provide recommendations for media psychologists who might incorporate these measures into their research programs.