Are you prejudiced? It is a simple question, but its many potential answers highlight the complexities underlying how prejudice is conceptualized and assessed. What do we mean by prejudice? Does being opposed to affirmative action mean I am prejudiced? Can I be prejudiced and be unaware of it? These are some of the many ambiguities inherent in conceptualizing, and hence, measuring prejudice, that must be addressed before any scientific study of prejudice can commence.