People don’t always say what’s on their minds. One reason is that they are unwilling. Another reason is that they are unable. The difference between being unwilling and unable is the difference between purposely hiding something from someone and unknowingly hiding something from yourself.
The Implicit Association Test (IAT)is part of Project Implicit, which was founded in 1998 by three scientists – Dr. Tony Greenwald (University of Washington), Dr. Mahzarin Banaji (Harvard University), and Dr. Brian Nosek (University of Virginia). The mission of Project Implicit is to educate the public about bias and to provide a “virtual laboratory” for collecting data on the internet.
The IAT measures attitudes and beliefs that people may be unwilling or unable to report. The IAT may be especially interesting if it shows that you have an implicit attitude that you did not know about. For example, you may believe that women and men should be equally associated with science, but your automatic associations could show that you (like many others) associate men with science more than you associate women with science.