Direct measures of automatic attitudes were reports of gut reactions (Study 1) and behavioral performance in a speeded self-report task (Study 2).
Results from two studies suggest that automatic components of attitudes can be measured directly. We distinguished processes from measurement methods to test whether a process distinction is more useful than a measurement distinction for taxonomies of attitudes. Most empirical approaches examine automatic processes using indirect methods, and controlled processes using direct methods.
Distinct automatic and controlled processes are presumed to influence social evaluation.
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