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Two studies explored the psychometric properties of free association methods for the assessment of attitudes. Even though the stability of the actual associations was rather low, psychometric properties of the valence estimates of the free associations were highly satisfactory. Valence estimates of associations were provided by independent judges who rated the valence of the associations that were generated by participants. Valence estimates of the associations showed satisfactory internal consistencies and retest reliabilities over three weeks. Additionally, valence estimates of the associations were significantly and independently related to both explicit self-reported attitudes and implicit attitudes that were assessed with an OssiWessi Implicit Association Test. Free association methods represent a useful complement to the family of implicit measures and are especially suitable for the assessment of non-relative attitudes towards single attitude objects.
This article investigates gender differences in implicit and explicit measures of the Big Five traits of personality. In a high-powered study (N = 14,348), we replicated previous research showing that women report higher levels of Agreeableness, Conscientiousness, Extraversion and Neuroticism. For implicit measures, gender differences were much smaller for all, and opposite in sign for Extraversion. Somewhat higher levels of implicit Neuroticism and Agreeableness were observed in women, and somewhat higher levels of implicit Extraversion and Openness were observed in men. There was no gender difference in implicit Conscientiousness. A possible explanation is that explicit self-concepts partly reflect social norms and self-expectations about gender roles, while implicit self-concepts may mostly reflect self-related experiences.
Although a greater degree of personal obesity is associated with weaker negativity toward overweight people on both explicit (i.e., self-report) and implicit (i.e., indirect behavioral) measures, overweight people still prefer thin people on average. We investigated whether the national and cultural context - particularly the national prevalence of obesity predicts attitudes toward overweight people independent of personal identity and weight status. Data were collected from a total sample of 338,121 citizens from 71 nations in 22 different languages on the Project Implicit website (https://implicit.harvard.edu/) between May 2006 and October 2010. We investigated the relationship of the explicit and implicit weight bias with the obesity both at the individual (i.e., across individuals) and national (i.e., across nations) level. Explicit weight bias was assessed with self-reported preference between overweight and thin people; implicit weight bias was measured with the Implicit Association Test (IAT). The national estimates of explicit and implicit weight bias were obtained by averaging the individual scores for each nation. Obesity at the individual level was defined as Body Mass Index (BMI) scores, whereas obesity at the national level was defined as three national weight indicators (national BMI, national percentage of overweight and underweight people) obtained from publicly available databases. Across individuals, greater degree of obesity was associated with weaker implicit negativity toward overweight people compared to thin people. Across nations, in contrast, a greater degree of national obesity was associated with stronger implicit negativity toward overweight people compared to thin people. This result indicates a different relationship between obesity and implicit weight bias at the individual and national levels.