Since the 1960s, language attitude research has known little methodological innovation.In social psychology, by contrast, a number of new implicit attitude measures haverecently been developed. We suggest to take inspiration from social psychology to bringnew methods to linguistic attitude research. In this paper, we give a succinct introductionto quantitative implicit attitude research in linguistics and social psychology. As an illustrationof the new methods developed in the latter, we discuss the Implicit AssociationTest (Greenwald et al. 1998) and its potential for linguistic attitude research.
