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Organizational Research Methods, Vol. 9, No. 4, 536-553 (2006)
DOI: 10.1177/1094428106286540

Implicit Measurement of Attitudes, Stereotypes, and Self-Concepts in Organizations

Teaching Old Dogmas New Tricks

Elizabeth L. Haines

William Paterson University

Kenneth E. Sumner

Montclair State University

Implicit measurement using latencies is proposed as a complement to conventional measurement to assess organizational constructs (e.g., job satisfaction), to assist in personnel decisions (e.g., selection), and to assess outcomes (e.g., diversity training). Latency-based measurements (i.e., the Implicit Association Test) use categorization tasks to measure attitudes, stereotypes, and self-concepts. Its routine inclusion in organizational research can address measurement limitations, enrich theoretical understanding of organizational phenomena, and inform practice by better predicting behavior.

Key Words: IAT • implicit measurement • attitudes

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