Minority Health Archive

Measuring Individual Differences in Implicit Cognition: The Implicit Association Test

Greenwald, Anthony G. and McGhee, Debbie E. and Schwartz, Jordan L. K. (1998) Measuring Individual Differences in Implicit Cognition: The Implicit Association Test. Journal of Personality and Social Psychology, 74 (6). pp. 1464-1480.

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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).


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Item Type: Article
Additional Information: This article is available at the publisher’s Web site. Access to the full text is subject to the publisher’s access restrictions.
Uncontrolled Keywords: implicit association test (IAT), differential association, associated categories, Implicit attitudes, automatic evaluation, cognitive priming procedures
Subjects: Research
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Depositing User: Users 141 not found.
Date Deposited: 03 Apr 2011
Last Modified: 16 Jul 2011 23:43
Link to this item (URI): http://health-equity.pitt.edu/id/eprint/764

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