Implicit Measures of Attitudes, by Bernd Wittenbrink & Norbert Schwarz (Eds.). The Guilford Press, 2007, 294 pages (ISBN-10: 1-59385-402-1, ISBN-13: 978-1-59385-402-7, US $38.00 Hardcover) Reviewed by STEVEN M. SMITH DOI : 10.1037/0708-5591.49.2.177 Well before the concept of was first articulated by social psychologists, people expended tremendous energy trying to understand and assess people's opinions of many different topics. Almost immediately after the development of formal attitude measures, there was recognition that at times people may be unwilling or unable to express their true attitudes toward certain topics. For example, if a person is asked about potentially embarrassing topics or topics where social desirability factors may play a role, they may misrepresent their attitude. Alternatively, people may simply be unaware of their true opinion on an issue. Thus, in addition to direct or measures of attitudes (e.g., self-report and surveys or interviewbased measures), we have seen the development of more indirect or measures of attitudes. However, because many early implicit measures were cumbersome (such as the Thematic Apperception Test) and/or had reliability or validity issues, explicit measures of attitudes became dominant. Despite the fact that explicit measures provided a cheap, simple, reliable and valid way to assess attitudes, the limitations of these measures remained an issue. With the advent of computerbased testing and other high-tech methodologies, there has been a dramatic resurgence of the use of implicit attitude measures in the last two decades. Thus it is clear that Bernd Wittenbrink and Norbert Schwarz have produced a very timely volume. The stated goals of Wittenbrink and Schwarz's book are to educate the reader about the value of implicit measures of attitudes, as well as to provide a handbook of sorts for the neophyte wanting to learn how to use the variety of implicit attitude measures available. In addition, the editors want to provide a critical assessment of the state of implicit attitude measurement in terms of the very definition of an implicit measure, as well as the general reliability and validity of these measures. Finally, the editors want to provide directions for future research in the area of implicit attitude measurement. As such, Wittenbrink and Schwarz hope that this text will be a resource book for both new graduate students and established researchers in the field. In general, I believe the editors have accomplished their goals. After the editors' introductory chapter, which gives an overview of the development of implicit attitude measurement as well as an overview of the rest of the volume, the book is broken down into two sections: Procedures and Their Implementation and Critical Perspectives. The procedures and implementation section includes chapters on the most popular implicit measures currently in use. Wittenbrink begins by exploring work that has been done on attitude priming; the procedure that initiated the resurgence of implicit attitude measurement in the 1980s and 1990s. The next chapter, authored by Kristin Lane, Mahzarin Banaji, Brian Nosek, and Anthony Greenwald covers the Implicit Association Test (IAT), which is clearly the most popular implicit attitude measurement procedure currently in use. Patrick Vargas, Denise Sekaquaptewa and William von Hippel follow with a chapter on lowtech paper and pencil implicit measures. For me, this chapter was the most pleasantly surprising in the book. It provides many cheap and accessible methods to measure implicit attitudes, and barkens back to the early days of implicit measures, making the distinction between and deliberative measures. Furthermore, the authors describe a number of implicit measures that do not require spontaneous responses (such as Word Fragment Completion, paper and pencil versions of the IAT, and the information error test) which highlights one of the issues surrounding the definition of measures of attitudes. …