The Best Way to Measure Explicit Racial Attitudes Is to Ask About Them

Direct assessments of explicit racial attitudes, such as reporting an overt preference for White versus Black people, may raise social desirability concerns and reduce measurement quality. As a result, researchers have developed more indirect self-report measures of explicit racial attitudes. While such measures dampen social desirability concerns, they may weaken measurement quality by assessing construct-irrelevant attitudes, thereby lowering correspondence between measure and construct. To investigate whether direct or indirect self-report measures better assess explicit racial attitudes, participants (N > 800,000) completed an implicit racial attitude measure and a subset of over 400 items that varied in the degree to which they were indirect or direct assessments of self-reported racial attitudes. More direct assessments of racial preferences were better predictors of implicit racial attitudes and maximized differences between Black and White participants. These results suggest that the best method to measure individuals' explicit racial attitudes is to ask about them directly.