Implicit Measures of Attitudes and Political Voting Behavior

Abstract

Implicit measures have contributed to the prediction of behavior in numerous domains including the political realm. Some theoretical arguments suggest that implicit measures are unlikely to substantially improve the prediction of political voting behavior. Other arguments are more optimistic, especially regarding the prediction of undecided voters' behavior. Here, we review the evidence regarding the extent to which implicit measures improve the prediction of political voting behavior beyond explicit self-report measures. Results reveal that implicit measures are often statistically significant predictors. However, the inclusion of an implicit measure leads to modest or even no improvement of the overall accuracy of the original prediction. We conclude that implicit measures are likely to be practically relevant for predicting voting behavior only if researchers can identify new approaches. Related findings in political psychology may pave the way as they demonstrate that implicit measures can contribute unique knowledge not accounted for in other ways.