Increasingly used by behavioural and social scientists, implicit measures afford investigating core psychological constructs in ways that bypass people's willingness and ability to report their feelings and beliefs. Focused on two primary assessment tools, evaluative priming and the Implicit Association Test, the "Implicit Measures" volume is designed for serious practitioners and beginning researchers alike. It provides an overview of each measure, describing its theoretical underpinnings and construct validity. Each chapter then lays out 'best practices' for successfully designing each method and analyzing results, revealing how to avoid common pitfalls. "The Implicit Measures" volume will enable students of implicit measures to decide when and how to use them in their own research, and educate consumers of research about the accomplishments and challenges of using these state-of-the art assessment techniques. "The SAGE Library in Social and Personality Psychology Methods" provides students and researchers with an understanding of the methods and techniques essential to conducting cutting-edge research. Each volume within the Library explains a specific topic and has been written by an active scholar (or scholars) with expertise in that particular methodological domain. Assuming no prior knowledge of the topic, the volumes are clear and accessible for all readers. In each volume, a topic is introduced, applications are discussed, and readers are led step by step through worked examples. In addition, advice about how to interpret and prepare results for publication are presented.