  Several background questions must be considered in order to assess these claims. Should implicit measures be expected to have small, medium, or large unconditional (or “zero-order”) correlations with behavior? Zero-order correlations are those that obtain between two variables when no additional variable has been controlled for. Since the 1970s, research on self-reported attitudes has largely focused on when—under what conditions—attitudes predict behavior, not whether attitudes predict behavior just as such. For example, attitudes better predict behavior when there is clear correspondence between the attitude object and the behavior in question (Ajzen &amp; Fishbein 1977). While generic attitudes toward the environment do not predict recycling behavior very well, for instance, specific attitudes toward recycling do (Oskamp et al. 1991). In the 1970s and 1980s, a consensus emerged that attitude-behavior relations depend in general on the particular behavior being measured (e.g., political judgments vs. racial judgments), the conditions under which the behavior is performed (e.g., under time pressure or not), and the person who is performing the behavior (e.g., personality; Zanna &amp; Fazio 1982). A wealth of theoretical models of attitude-behavior relations take these facts into account to make principled predictions about when attitudes do and do not predict behavior (e.g., Fazio 1990). Similar work is underway focusing on implicit social cognition (for review see Gawronski &amp; Hahn 2019 and Brownstein et al. ms).