From an article in Vox entitled How many American atheists are there really?
How to find “closet atheists”
So if you can’t ask people outright whether they’re atheist and get an honest response, how do you go about finding them?
Gervais and Najle set up a very subtle test. They sent a nationally representative poll to 2,000 Americans, who were randomly assigned to two conditions.
The first condition asked participants to read through a bunch of statements like, “I am a vegetarian,” “I own a dog,” and, “I have a dishwasher in my kitchen.”
All the participants had to do was simply write down the number of statements that were true for them.
The value of this method is that participants don’t have to directly say, “I am a vegetarian,” or, “I’m a dog owner” — they only have to acknowledge the number of statements that apply to them. That alone should zero out any embarrassment or hesitance to admit to a particular item.
That’s important because the other 1,000 or so participants saw the exact same list — but with one statement added: “I believe in God.”
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