Predicting Voting Behavior with Implicit Attitude Measures

Abstract

Implicit measures of attitudes are commonly seen to be primarily capable of predicting spontaneous behavior. However, evidence exists that these measures can also improve the prediction of more deliberate behavior. In a prospective study we tested the hypothesis that Implicit Association Test (IAT) measures of the five major political parties in Germany would improve the prediction of voting behavior over and above explicit self-report measures in the 2002 parliamentary elections. Additionally we tested whether general interest in politics moderates the relationship between explicit and implicit attitude measures. The results support our hypotheses. Implications for predictive models of explicitly and implicitly measured attitudes are discussed.