Biomedical subjects

A G Greenwald

Publications and source records attributed to A G Greenwald.

At least 19 recordsLinked to original sources

PubMed2001

Health of the Implicit Association Test at age 3.

Since its first publication in 1998, the Implicit Association Test (IAT) has been used repeatedly to measure implicit attitudes and other automatic associations. Although there have also been a few studies critical of the IAT, there now exists substantial evidence for the IAT's convergent and discriminant validity, including new evidence reported in several of the articles in this special issue. IAT attitude measures have often correlated only weakly with explicit (self-report) measures of the same associations. It therefore seems appropriate to conclude that the IAT assesses constructs that are often (but not always) distinct from the corresponding constructs measured by self-report.

Association↗

PubMed2001

On the malleability of automatic attitudes: combating automatic prejudice with images of admired and disliked individuals.

Two experiments examined whether exposure to pictures of admired and disliked exemplars can reduce automatic preference for White over Black Americans and younger over older people. In Experiment 1, participants were exposed to either admired Black and disliked White individuals, disliked Black and admired White individuals, or nonracial exemplars. Immediately after exemplar exposure and 24 hr later, they completed an Implicit Association Test that assessed automatic racial attitudes and 2 explicit attitude measures. Results revealed that exposure to admired Black and disliked White exemplars significantly weakened automatic pro-White attitudes for 24 hr beyond the treatment but did not affect explicit racial attitudes. Experiment 2 provided a replication using automatic age-related attitudes. Together, these studies provide a strategy that attempts to change the social context and, through it, to reduce automatic prejudice and preference.

Adult↗

PubMed2000

Using the implicit association test to measure self-esteem and self-concept.

Experiment 1 used the Implicit Association Test (IAT; A. G. Greenwald, D. E. McGhee, & J. L. K. Schwartz, 1998) to measure self-esteem by assessing automatic associations of self with positive or negative valence. Confirmatory factor analysis (CFA) showed that two IAT measures defined a factor that was distinct from, but weakly correlated with, a factor defined by standard explicit (self-report) measures of self-esteem. Experiment 2 tested known-groups validity of two IAT gender self-concept measures. Compared with well-established explicit measures, the IAT measures revealed triple the difference in measured masculinity-femininity between men and women. Again, CFA revealed construct divergence between implicit and explicit measures. Experiment 3 assessed the self-esteem IAT's validity in predicting cognitive reactions to success and failure. High implicit self-esteem was associated in the predicted fashion with buffering against adverse effects of failure on two of four measures.

Adult↗

PubMed2000

Parts outweigh the whole (word) in unconscious analysis of meaning.

In unconscious semantic priming, an unidentifiable visually masked word (the prime) facilitates semantic classification of a following visible related word (the target). Three experiments reported here provide evidence that masked primes are analyzed mainly at the level of word parts, not whole-word meaning. In Experiment 1, masked nonword primes composed of subword fragments of earlier-viewed targets functioned as effective evaluative primes. (For example, after repeated classification of the targets angel and warm, the nonword anrm acted as an evaluatively positive masked prime.) Experiment 2 showed that this part-word processing was potent enough to oppose analysis at the whole-word level. Thus, smile functioned as an evaluatively negative (!) masked prime after repeated classification of smut and bile. Experiment 3 found no priming when masked word primes contained no parts of earlier targets. These results suggest that robust unconscious priming (a) is driven by analysis of part-word information and (b) requires previous classification of visible targets that contain the fragments later serving as primes. Contrary to a widely held view, analysis of subliminal primes appears not to function at the level of analysis of complete words.

Adult↗

PubMed1998

Measuring individual differences in implicit cognition: the implicit association test.

An implicit association test (IAT) measures differential association of 2 target concepts with an attribute. The 2 concepts appear in a 2-choice task (2-choice task (e.g., flower vs. insect names), and the attribute in a 2nd task (e.g., pleasant vs. unpleasant words for an evaluation attribute). When instructions oblige highly associated categories (e.g., flower + pleasant) to share a response key, performance is faster than when less associated categories (e.g., insect & pleasant) share a key. This performance difference implicitly measures differential association of the 2 concepts with the attribute. In 3 experiments, the IAT was sensitive to (a) near-universal evaluative differences (e.g., flower vs. insect), (b) expected individual differences in evaluative associations (Japanese + pleasant vs. Korean + pleasant for Japanese vs. Korean subjects), and (c) consciously disavowed evaluative differences (Black + pleasant vs. White + pleasant for self-described unprejudiced White subjects).

Asian↗

PubMed1998

Correcting for measurement error in detecting unconscious cognition: comment on Draine and Greenwald (1998)

A. G. Greenwald, M. R. Klinger, and E. S. Schuh (1995) have proposed a regression method for detecting unconscious cognition in experiments that obtain measures of indirect and direct effects of stimuli with suspected unconscious effects. Their indirect-on-direct-measure regression approach can produce misleading evidence for indirect effects in the absence of direct effects when the direct-effect measure has typical measurement error. This article describes an errors-in-variables variant of the regression method that corrects for error in the direct-effect measure. Applied to the uses of the regression method by S. C. Draine and A. G. Greenwald (1998) in this issue, the errors-in-variables method affirms substantial evidence for indirect effects in the absence of direct effects.

Cognition↗

PubMed1998

Distinguishing unconscious from conscious cognition--reasonable assumptions and replicable findings: reply to Merikle and Reingold (1998) and Dosher (1998)

S. C. Draine and A. G. Greenwald (1998) demonstrated replicable unconscious semantic priming by combining a response window procedure, which increases priming effects by requiring rapid responding, and a regression analysis in which the regression intercept is a marker for unconscious cognition. The commentaries by B. A. Dosher (1998) and by P. M. Merikle and E. M. Reingold (1998) raise two questions about conclusions based on these methods: (a) Did Draine and Greenwald (1998) demonstrate an indirect effect (subliminal priming) in the absence of a direct effect (i.e., visibility of the subliminal priming words)? and (b) Did Draine and Greenwald (1998) demonstrate dissociation of conscious from unconscious cognition? The first question has reassuring responses that are reviewed here. The second question is answered by pointing out that although Draine and Greenwald (1998) did not claim to have established such dissociation, they provided data that advance the plausibility of that conclusion.

Cognition↗

PubMed1998

An unbiased errors-in-variables approach to detecting unconscious cognition.

Greenwald, Klinger and Schuh (1995) have proposed a regression approach for detecting unconscious cognition. An errors-in-variables approach is presented that corrects for measurement error in the predictor and takes into account that the latent predictor variable is assumed to be non-negative. The new approach requires the same input as the uncorrected regression analysis and provides consistent estimates of regression weights as well as valid statistical tests of their significance. In particular, the method yields a consistent estimate of the regression intercept that provides critical evidence for unconscious cognition. A simulation study illustrates these aspects of the new technique. Several data sets are then reanalysed by means of the new method.

Algorithms↗

PubMed1998

Replicable unconscious semantic priming.

In 4 experiments, subjects classified visually presented target words as pleasant-unpleasant words or male-female first names. Prime words were similar (congruent) or dissimilar (incongruent) in meaning to targets. Brief duration of prime words (17, 33, or 50 ms), along with pre- and postmasking, prevented most subjects from perceiving their physical and semantic properties. By constraining response latencies to fall within a response window--a narrow time band that occurred earlier than subjects would ordinarily respond--these experiments consistently produced subliminal priming effects, indicated by greater error rates for incongruent than congruent priming trials. This conclusion was confirmed by analyzing magnitude of priming as a regression function of prime perceptibility using the method of A. G. Greenwald, M. R. Klinger, and E. S. Schuh (1995). The data of each experiment passed their significant-intercept criterion for demonstrating unconscious cognition.

Cognition↗

PubMed1997

Validity concerns and usefulness of student ratings of instruction.

The validity of student rating measures of instructional quality was severely questioned in the 1970s. By the early 1980s, however, most expert opinion viewed student rating measures as valid and as worthy of widespread use. In retrospect, older discriminant-validity concerns were not so much resolved as they were displaced from research attention by accumulating evidence for convergent validity. This article introduces a Current Issues section that gives new attention to validity concerns associated with student ratings. The section's 4 articles deal, respectively, with (a) conceptual structure (are student ratings unidimensional or multidimensional?), (b) convergent validity (how well do ratings correlate with other indicators of effective teaching?), (c) discriminant validity (are ratings influenced by factors other than teaching effectiveness?), and (d) consequential validity (are ratings used effectively in personnel development and evaluation?). Although all 4 articles favor the use of ratings, they disagree on controversial points associated with interpretation and use of ratings data.

Consumer Behavior↗

PubMed1997

Grading leniency is a removable contaminant of student ratings.

It is well established that students' evaluative ratings of instruction correlate positively with expected course grades. The authors identify 4 additional data patterns that, collectively, discriminate among 5 theories of the grades--ratings correlation. The presence of all 4 of these markers in student ratings data (obtained at University of Washington) was most consistent with the theory that the grades--ratings correlation is due to an unwanted influence of instructors' grading leniency on ratings. This conclusion justifies use of a statistical correction--illustrated here with actual ratings data--to remove the unwanted inflation of ratings produced by lenient grading. Additional research can profitably seek other inappropriate influences on ratings to identify more opportunities for validity-enhancing adjustments.

Consumer Behavior↗

PubMed1996

Three cognitive markers of unconscious semantic activation.

A "response window" technique is described and used to reliably demonstrate unconscious activation of meaning by subliminal (visually masked) words. Visually masked prime words were shown to influence judged meaning of following target words. This priming-effect marker was used to identify two additional markers of unconscious semantic activation: (i) the activation is very short-lived (the target word must occur within about 100 milliseconds of the subliminal prime); and (ii) unlike supraliminal prime-target pairs, a subliminal pair leaves no memory trace that can be observed in response to the next prime-target pair. Thus, unconscious semantic activation is shown to be a readily reproducible phenomenon but also very limited in the duration of its effect.

Humans↗

PubMed1996

Effect sizes and p values: what should be reported and what should be replicated?

Despite publication of many well-argued critiques of null hypothesis testing (NHT), behavioral science researchers continue to rely heavily on this set of practices. Although we agree with most critics' catalogs of NHT's flaws, this article also takes the unusual stance of identifying virtues that may explain why NHT continues to be so extensively used. These virtues include providing results in the form of a dichotomous (yes/no) hypothesis evaluation and providing an index (p value) that has a justifiable mapping onto confidence in repeatability of a null hypothesis rejection. The most-criticized flaws of NHT can be avoided when the importance of a hypothesis, rather than the p value of its test, is used to determine that a finding is worthy of report, and when p approximately equal to .05 is treated as insufficient basis for confidence in the replicability of an isolated non-null finding. Together with many recent critics of NHT, we also urge reporting of important hypothesis tests in enough descriptive detail to permit secondary uses such as meta-analysis.

Psychophysiology↗

PubMed1995

Implicit gender stereotyping in judgments of fame.

Implicit (unconscious) gender stereotyping in fame judgments was tested with an adaptation of a procedure developed by L. L. Jacoby, C. M. Kelley, J. Brown, and J. Jasechko (1989). In Experiments 1-4, participants pronounced 72 names of famous and nonfamous men and women, and 24 or 48 hr later made fame judgments in response to the 72 familiar and 72 unfamiliar famous and nonfamous names. These first experiments, in which signal detection analysis was used to assess implicit stereotypes, demonstrate that the gender bias (greater assignment of fame to male than female names) was located in the use of a lower criterion (beta) for judging fame of familiar male than female names. Experiments 3 and 4 also showed that explicit expressions of sexism or stereotypes were uncorrelated with the observed implicit gender bias in fame judgments.

Adult↗

PubMed1995

Activation by marginally perceptible ("subliminal") stimuli: dissociation of unconscious from conscious cognition.

Introduces a linear regression method for investigating unconscious cognition. For words that were obscured by simultaneous dichoptic masking, indirect effects (semantic priming) and direct effects (perceptual identification) were assessed in 20 experiments (total N = 2,026). When measures of both indirect and direct effects have rational zero points, a statistically significant intercept in the indirect-on-direct-measure regression shows that (a) the indirect effect occurred in the absence of the direct effect, and (b) unconscious cognition is involved. For a position discrimination task, but not for an evaluative decision task, indirect-on-direct regression showed the significant intercept effect. Although small in magnitude, this intercept effect provides the statistically most secure finding yet obtained of a much-sought and controversial data pattern--indirect effect with no direct effect. With one added assumption (which appears plausible for the present data), this pattern indicates that unconscious cognition is dissociated from (i.e., occurs separately from) conscious cognition.

Cognition↗

PubMed1995

Unconscious priming of association judgments.

Participants judged whether pairs of target words were associated or not-associated in meaning (association judgment task). Target pairs were preceded by a brief (200 ms) related or unrelated (prime) word presented to the nondominant eye. Each participant performed 2 blocks of association judgment task trials: 1 with primes that were legible, and 1 with primes that were masked by a pattern simultaneously presented to the dominant eye. Across 2 experiments, significantly larger masked priming effects were observed for participants who could not detect priming words (low-d' participants) than for participants who could partially see priming words (high-d' participants). This result suggests that undetectable masked primes can activate word meaning and that conscious attempts to process masked primes may inhibit unconscious activation. Additionally, evidence is presented that supports claims that spreading activation is the crucial mechanism responsible for unconscious priming.

Eye Movements↗

PubMed1995

Implicit social cognition: attitudes, self-esteem, and stereotypes.

Social behavior is ordinarily treated as being under conscious (if not always thoughtful) control. However, considerable evidence now supports the view that social behavior often operates in an implicit or unconscious fashion. The identifying feature of implicit cognition is that past experience influences judgment in a fashion not introspectively known by the actor. The present conclusion--that attitudes, self-esteem, and stereotypes have important implicit modes of operation--extends both the construct validity and predictive usefulness of these major theoretical constructs of social psychology. Methodologically, this review calls for increased use of indirect measures--which are imperative in studies of implicit cognition. The theorized ordinariness of implicit stereotyping is consistent with recent findings of discrimination by people who explicitly disavow prejudice. The finding that implicit cognitive effects are often reduced by focusing judges' attention on their judgment task provides a basis for evaluating applications (such as affirmative action) aimed at reducing such unintended discrimination.

Attitude↗

PubMed1992

New look 3. Unconscious cognition reclaimed.

Recent research has established several empirical results that are widely agreed to merit description in terms of unconscious cognition. These findings come from experiments that use indirect tests for immediate or long-term residues of barely perceptible-but-unattended, or attended-but-forgotten events. Importantly, these well-established phenomena--insofar as they occur without initially involving focal attention--are limited to relatively minor cognitive feats. Unconscious cognition is now solidly established in empirical research, but it appears to be intellectually much simpler than the sophisticated agency portrayed in psychoanalytic theory. The strengthened position of unconscious cognitive phenomena can be related to their fit with the developing neural network (connectionist) theoretical framework in psychology.

Attention↗