evaluative priming measure

an implicit attitude measure based on the phenomenon that the speed of evaluating some target attitude object is facilitated by a prime (i.e., the prior presentation of another attitude object) that is evaluatively consistent with the target and inhibited by a prime that is evaluatively inconsistent with the target. For example, if the name of a product is presented as a prime immediately prior to a target word likely to be negative to most people (e.g., cockroach), evaluation of the target should be faster if the attitude toward the product is negative and slower if the attitude toward the product is positive. A measure of attitudes toward the prime (i.e., the product) can be created by computing the relative difference in the speed of evaluating a negative target paired with the prime versus a positive target paired with the prime. Also called bona fide pipeline measure. See also direct attitude measure; explicit attitude measure; indirect attitude measure. [originally developed by U.S. psychologist Russell H. Fazio (1952– )]