Measuring Implicit and Explicit Attitudes Toward Foreign Accented Speech

This study applies concepts and methods from the domain of Implicit Social Cognition to examine language attitudes toward foreign and U.S. accented speech. Implicit attitudes were measured using an Implicit Association Test (IAT) that incorporated audio cues as experimental stimuli. Explicit attitudes were measured through self-report questionnaires. Participants exhibited a pro-U.S. accent bias on the IAT measure but a pro-foreign accent bias on explicit measures. This divergence supports the conclusion that implicit and explicit attitudes are separable attitude constructs resulting from distinct mental processes and suggests that language attitudes research-which has traditionally measured only explicit attitudes-would benefit by incorporating indirect measures. The Associative-Propositional Evaluation Model is proposed as a comprehensive and consistent theory to explain the cognitive processing of language attitudes.