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Measuring individual differences in implicit cognition: the implicit association test

A G Greenwald1, D E McGhee, J L Schwartz

  • 1Department of Psychology, University of Washington, Seattle 98195-1525, USA. agg@washington.edu

Journal of Personality and Social Psychology
|July 9, 1998
PubMed
Summary

The Implicit Association Test (IAT) reveals unconscious biases by measuring reaction times to paired concepts and attributes. This tool effectively detects both general and personal implicit associations, even those individuals consciously deny.

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Area of Science:

  • Social Psychology
  • Cognitive Psychology
  • Psychometric Measurement

Background:

  • Implicit Association Test (IAT) is a psychological tool designed to measure the strength of automatic associations between concepts.
  • It operates on the principle that response latencies differ when concepts that are strongly associated are paired compared to weakly associated concepts.

Purpose of the Study:

  • To demonstrate the sensitivity of the Implicit Association Test (IAT) in measuring differential associations between concepts and attributes.
  • To validate the IAT's ability to detect near-universal, individual, and consciously disavowed evaluative differences.

Main Methods:

  • Utilized a 2-choice task where participants categorized concepts (e.g., flower vs. insect names) and attributes (e.g., pleasant vs. unpleasant words).
  • Measured performance differences (reaction times) when strongly associated categories (e.g., flower + pleasant) shared a response key versus weakly associated categories (e.g., insect + pleasant).

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Main Results:

  • The IAT demonstrated sensitivity to near-universal evaluative differences (e.g., flowers vs. insects).
  • It also detected expected individual differences in evaluative associations (e.g., Japanese vs. Korean subjects' associations with pleasantness).
  • Crucially, the IAT identified consciously disavowed evaluative differences (e.g., Black vs. White individuals' associations with pleasantness) in self-described unprejudiced White subjects.

Conclusions:

  • The Implicit Association Test (IAT) is a valid and sensitive measure of implicit evaluative associations.
  • The IAT can uncover biases that individuals may not be consciously aware of or willing to report.