Self-Regulation of Implicit Social Cognition
Implicit measures of social cognition have grown increasingly popular over the past two decades. Not only have they become ubiquitous within social psychology, but they are also now commonly applied in a broad array of domains beyond social psychology, ranging from brand evaluations to phobias to addiction. Their widespread use is largely due to the assumption that implicit measures provide a more clear view into hidden cognitive processes than do explicit (i.e., self-report) measures. However, there is debate about which cognitive processes implicit measures primarily reflect. Tasks such as the Implicit Association Test (IAT) were initially designed to measure behavioral impulses induced by mental association between concepts (e.g., the outgroup) and attributes (e.g., negative). Although measures like the IAT do reflect behavioral impulses, self-regulation also plays an important role in inhibiting undesirable impulses.