What is implicit about implicit self-esteem?

Modern advances in implicit social cognition enabled development of novel methods for examining less conscious aspects of self-worth. The use of such “implicit” measures of self-esteem is based on the premise that because they circumvent direct self-reports, they must capture more implicit, automatic components of self-evaluation. Whether self-evaluations captured via “implicit” measures actually have these functional properties requires empirical verification, however. This investigation critically examined the evidence for such assumptions regarding the Name-Letter Test, one of the most popular implicit measures, by adopting a phenomenological approach. The results revealed that many respondents were aware of the self-relevant nature of the measure at the time of assessment. Moreover, at least some variance in the “implicit” measurement outcomes was accounted for by relevant conscious beliefs, particularly among those aware of the self-relevant nature of the task. The implications for understanding the nature and assessment of unconscious self-worth are discussed.