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