PSYC12H3 Chapter : GreenwaldetAl.PSYC12.docx
Document Summary
Article: measuring individual differences in implicit cognition: the implicit. An implicit association test (iat) measures differential association of 2 target concepts with an attribute. Using three experiments, the iat was sensitive to a) near-universal evaluative differences, (b) expected individuals differences in evaluative associations and (c) consciously disavowed evaluative differences (black + pleasant vs. white + pleasant for self-described unprejudiced white subjects) There is an expected difficulty of experiments with the reversed second discrimination follows from the existence of strong associations of male names to male faces and female names to female faces. The assumed performance difference between the two versions of the combined task indeed measures the strength of gender-based associations between the face and name domains. Iat will be potentially useful for diagnosing wide range of socially significant associative structures can be able to measure evaluative associations that underlie implicit attitudes.
