What is an implicit attitude?
An attitude is a positive or negative evaluation of some object. An implicit attitude is an attitude that can rub off on associated objects. Example: The company for which your spouse works is attacked in a legal suit. An inclination to believe that the company is guiltless could be a reflection of your positive attitude toward your spouse — your positive attitude toward the company provides an indirect (implicit) indicator of the positive attitude toward your spouse. (If you believe the company guilty, the marriage may be in difficulty!) The word ‘implicit’ is used because these powerful attitudes are sometimes hidden from public view, and even from conscious awareness. For more background on implicit attitudes, read this paper (Banaji, 2001).
