The effect of attitude accessibility and attitude ambivalence on the implicit measurement of attitudes: implications for the value of (alcohol-related) behavioral prediction. KU Leuven
Attitudes are important in guiding our actions. They are traditionally measured through self report, but the (predictive) validity of this measure is limited by sensitivity to social desirability. This is why indirect attitude measures, such as the affective priming task (APT), are being used more recently. Research shows that these measures have added value compared to self report, for example when predicting behavior related to ‘sensitive’ ...