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Measuring individual differences in implicit cognition: The implicit association test (1998)
| Venue: | J PERSONALITY SOCIAL PSYCHOL 74:1464–1480 |
| Citations: | 1008 - 63 self |
BibTeX
@MISC{Greenwald98measuringindividual,
author = {Anthony G. Greenwald and Debbie E. McGhee and et al.},
title = {Measuring individual differences in implicit cognition: The implicit association test},
year = {1998}
}
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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 (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). Consider a thought experiment. You are shown a series of male and female faces, to which you are to respond as rapidly as possible by saying "hel lo " if the face is male and "goodbye" if it is female. For a second task, you are shown a series of male and female names, to which you are to respond rapidly
Keyphrases
implicit association test individual difference implicit cognition differential association japanese pleasant v pleasant v insect pleasant evaluative difference white pleasant black pleasant v response key associated category performance difference hel lo unpleasant word korean subject thought experiment evaluation attribute korean pleasant near-universal evaluative difference self-described unprejudiced white subject target concept insect name second task japanese v 2-choice task female name evaluative association
