What are the advantages and disadvantages of implicit measure of attitudes?
Individuals have two types of attitudes: implicit and explicit. Implicit attitudes are automatic preferences and may take place outside of conscious awareness - they may be attitudes we don't know we have. Explicit attitudes are the attitudes that we THINK we have - they are our conscious, deliberate attitudes towards people, places, and things - they do not arise automatically. Research on implicit versus explicit attitudes has shown that often, our implicit attitudes and preferences are different than our explicit attitudes and preferences. Sometimes we have more negative implicit attitudes - even attitudes that we might be ashamed of, because implicit attitudes and preferences often arise as a result of our mind's automatic tendency to categorize. Studies of implicit and explicit attitudes and preferences typically focus on aspects of humans that can be the subject of stereotyping or ...
This post describes the differences between implicit and explicit attitudes and the different ways such attitudes are measured, and includes a description of a famous implicit attitude test, the Implicit Association Test.