Summary:
Implicit attitudes are unconscious, automatic evaluations that individuals hold about certain objects, people, or groups, which are triggered by the mere presence of those objects or groups, either directly or symbolically. These attitudes are not deliberate or consciously controlled; instead, they are formed over time through repeated exposure and associations between particular categories—such as an ethnic or gender group—and certain evaluations, whether positive or negative. For example, through consistent exposure to media representations or social experiences that associate a specific group with positive traits, a person may develop a positive implicit attitude toward that group. Conversely, if negative traits are repeatedly associated with a different group, an implicit negative attitude may form.
Implicit attitudes are typically assessed using a variety of methods designed to uncover unconscious biases. These methods include response latency procedures, where the time it takes for a person to respond to a stimulus is measured, as well as priming tasks, where exposure to certain words or images can influence subsequent behavior or judgments. Other techniques involve memory tasks, which examine the ease with which people recall information associated with particular groups, and physiological measures, which can track unconscious bodily reactions to certain stimuli. These tools are designed to bypass conscious awareness and tap into the automatic, unconscious processes that drive implicit attitudes.
One of the most well-known tools used to measure implicit attitudes is the Implicit Association Test (IAT). This test is based on the premise that people more quickly associate positive words with their ingroup (the group with which they identify) and negative words with outgroups (groups they do not identify with). The IAT measures the strength of these associations by assessing how fast individuals can categorize words or images when presented with different group labels (such as ‘us’ or ‘them’) alongside positive or negative attributes. Research using the IAT has consistently shown that people tend to link ingroup terms like "us" or "we" with positive words, and outgroup terms like "they" or "them" with negative words, revealing how deeply ingrained and automatic these biases can be. This pattern suggests that even subtle, generic distinctions between groups, such as the use of ingroup versus outgroup pronouns, can trigger unconscious biases and affect people's attitudes, judgments, and behaviors toward others, often without their awareness.
An Application:
An application of the Implicit Association Test (IAT) can be seen in understanding and addressing racial biases in hiring practices. Research has shown that implicit racial biases can influence decisions in the workplace, even when individuals consciously reject prejudiced views. For instance, in a study examining hiring decisions, participants who took the IAT to measure their implicit racial biases were shown to favor candidates with names associated with White cultural backgrounds over those with names associated with Black cultural backgrounds, even when the qualifications of the candidates were identical. This suggests that implicit attitudes—those automatic, unconscious associations between race and positive or negative traits—can influence hiring choices in ways that may not be aligned with a person’s conscious beliefs about fairness and equality.
Organizations have begun to use the IAT in diversity training and hiring processes to raise awareness about the potential impact of these implicit biases. For example, companies may have hiring managers take the IAT before conducting interviews to help them recognize any unconscious preferences they might have for certain groups. Additionally, some organizations use the results of the IAT as a tool for designing interventions aimed at reducing implicit bias. This might involve implementing structured interviews, anonymizing resumes, or providing training programs that focus on promoting diversity and inclusion. By understanding how implicit biases can affect decision-making, companies can take proactive steps to minimise discrimination and create more equitable and inclusive workplaces.
This application of the IAT demonstrates how understanding and addressing implicit biases is critical not only in individual self-awareness but also in improving broader institutional practices, especially in areas like hiring, promotion, and team dynamics. By using the IAT as a diagnostic tool, organizations can promote fairer and more objective decision-making processes.
Try taking the IAT via the link below - did it feel more difficult for some word combinations than others? Do you think these associations are all, part, or nothing to do with societal prejudice?
Key References
Greenwald, A.G., McGhee, D.E., & Schwartz, J.L.K. (1998). Measuring individual differences in implicit cognition: The implicit association test. Journal of Personality and Social Psychology, 74, 1464–1480.
This foundational paper by Greenwald and Banaji introduced the Implicit Association Test (IAT) and discussed how implicit attitudes influence behavior. The article provides key insights into the nature of implicit biases and their role in shaping social cognition, including stereotypes and prejudice.
Bertrand, M., Chugh, D., & Mullainathan, S. (2005). Implicit discrimination. The American Economic Review, 95(2), 94-98.
This study examines the impact of implicit racial bias on hiring decisions, using the IAT to show how implicit discrimination can affect workplace outcomes, even when individuals consciously endorse egalitarian beliefs. The paper highlights the practical relevance of implicit biases in decision-making and the need for interventions.
Blanton, H., Jaccard, J., Gonzales, P., & Christie, C. (2006). Implicit prejudice and the self-reported behavior of African Americans. Journal of Personality and Social Psychology, 90(6), 1047–1061.
This research explores the relationship between implicit prejudice, as measured by the IAT, and self-reported behaviors of African Americans. It provides a deeper understanding of how implicit biases influence social interactions and personal behavior, contributing to broader discussions on the effects of implicit bias on society.
