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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

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.

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Publisher: Cambridge University Press
Print publication year: 2025

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