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Measuring implicit trust and automatic attitude activation

Burns, C. and Conchie, S. (2011) Measuring implicit trust and automatic attitude activation. In: Handbook of Research Methods on Trust. Edward Elgar, London. ISBN 9781848447677

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When researchers measure trust, they often use direct (explicit) measures like questionnaire surveys. This chapter considers the use of indirect (implicit) measures of trust, which rely on reaction times. These measures are less susceptible to the effects of response biases and are more likely to be indicative of spontaneous behaviours.

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