Implicit vs Explicit Association

Explicit association is captured by “explicitly” asking participants questions as survey questions. The problem with survey questions is that some unconscious effects are not self-reportable and the results are typically categorical not continuous. Subtle effects are easily missed. The way in which questions are asked may bias results. Nevertheless, it is useful to “ground” results with explicit questioning.

Implicit association is measured by comparing millisecond variations in response times. This can uncover some effects and changes that are not easily captured in survey questions.

The Implicit vs Explicit plot in the Analysis page compares implicit and explicit effects. We can have high confidence in results with both implicit and explicit effects.