PSYC2013 Lecture Notes - Lecture 2: Implicit-Association Test, Mental Chronometry, Fusiform Face Area
27 Dec 2018
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Implicit and explicit measures of stereotypes and prejudice. Greenwald - developed the implicit attitude/prejudice test (iat) Greenwald camp interpret the finding of individuals having more difficulty associating an african american face (attitude object) with the category pleasant (than unpleasant), as meaning the individual is unaware that he/she views the attitude negatively. The slow reaction time = you are unaware that you have this negative attitude. There is little evidence that people are unaware of their racial biases. Fazio and olson camp prefer implicit measure because there is no guarantee that an individual is unaware (they may be very aware) that they hold a negative outgroup attitude. Rather due to the millisecond reaction time nature of current measures, people find it difficult to consciously control their responses. Attach unawareness to measure rather than attitude. It doesn"t have to do with awareness but lack of control it"s the measure that is implicit.
