The Affect Misattribution Procedure: Ten Years of Evidence on Reliability, Validity, and Mechanisms

The affect misattribution procedure (AMP) measures automatically activated responses based on the misattributions people make about the sources of their affect or cognitions. The AMP is one of the most widely used implicit attitude measures, and evidence regarding its reliability and validity has grown rapidly. In this brief review, we survey the evidence of reliability and validity while discussing the mechanisms that drive priming effects in the AMP. We consider the unique capabilities of this procedure to measure implicit and explicit cognition with simplicity and greater experimental control than other measures. Finally, we offer recommendations for using the AMP effectively for a wide variety of research purposes.