Measuring Implicit Attitudes with the IAT

The Implicit Association Test, or IAT, measures implicit attitudes. These are attitudes that people may not report openly, even when they hold them. In social psychology, attitudes are often measured by asking people to self-report their beliefs, opinions, or feelings.

That approach has limits wh...

Asking someone to say what?s on their mind can be disconnected from the beliefs that they are willing to discuss or are even knowingly aware of.

While traditional methods often ask individuals to report on their own attitudes?say to evaluate personal feelings about members of a stigmatized group?their opinion is explicit, involving delibe...