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Measuring individual differences in implicit cognition: the implicit association test.

A G Greenwald·D E McGhee·J L Schwartz
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Abstract

An implicit association test (IAT) measures differential association of 2 target concepts with an attribute. The 2 concepts appear in a 2-choice task (2-choice task (e.g., flower vs. insect names), and the attribute in a 2nd task (e.g., pleasant vs. unpleasant words for an evaluation attribute). When instructions oblige highly associated categories (e.g., flower + pleasant) to share a response key, performance is faster than when less associated categories (e.g., insect & pleasant) share a key. This performance difference implicitly measures differential association of the 2 concepts with the attribute. In 3 experiments, the IAT was sensitive to (a) near-universal evaluative differences (e.g., flower vs. insect), (b) expected individual differences in evaluative associations (Japanese + pleasant vs. Korean + pleasant for Japanese vs. Korean subjects), and (c) consciously disavowed evaluative differences (Black + pleasant vs. White + pleasant for self-described unprejudiced White subjects).

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AsianAttitudeEthnicityFemaleHumansJapanKoreaLogistic ModelsMalePsychometricsReaction TimeReproducibility of ResultsSelf ConceptStereotypingWashingtonWhite PeopleWord Association TestsClinical TrialJournal ArticleRandomized Controlled TrialResearch Support, U.S. Gov't, Non-P.H.S.Research Support, U.S. Gov't, P.H.S.

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A G Greenwald, D E McGhee, J L Schwartz. 1998. Measuring individual differences in implicit cognition: the implicit association test.. https://doi.org/10.1037/%2F0022-3514.74.6.1464

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