A description of the Implicit Association Test was published earlier this year in the Journal of Personality and Social Psychology, and Banaji and Greenwald say it's being rapidly adopted as a tool by other researchers.
22.
Prejudice can be so pervasive and so deeply rooted that many people are not consciously aware of their biases, say Dr . Anthony Greenwald of the University of Washington and Dr . Mahzarin Banaji of Yale University, developers of the Implicit Associations Test.
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In practice, the GNAT appears similar to the Implicit Association Test in that participants are asked to categorize targets representing either a concept ( such as race; ex . white or black names ) or words which have obvious positive or negative valence.
24.
Primarily psychological methods include performance-based measures that record response time and / or accuracy, such as the Implicit Association Test; observational measures such as preferential looking in infant studies; and, self-report measures, such as questionnaire and interviews.
25.
"Inwardly, at the level of these automatic associations, they just don't buy that they're old, " said Anthony G . Greenwald, a University of Washington professor who invented the Implicit Association Test that provided the data.
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Garcia became the founder, president and CEO of Mentametrix, Inc . in 2004, where he focused on the concepts and insights of The New Mainstream, and collaborated on consumer marketing projects with Harvard University and the creators of the Implicit Association Test ( IAT ).
27.
A variety of other techniques have been developed to study implicit cognitive functions and a host of related phenomena have been explored including implicit memory, the Implicit Association Test, the role of implicit acquisition in language learning and socialization and the multi-national, multi-university Project Implicit.
28.
In recent years, Greenwald and Dr . Mahzarin R . Banaji, a professor of psychology formerly at Yale and now at Harvard, have studied hidden biases about race, age and sex using an " implicit association test " that appears to tap such unconscious stereotypes and attitudes.
29.
According to " Social Psychology ", written by Saul Kassin, Steven Fein and Hazel Rose Markus; Anthony Greenwald, Mahzarin Banaji, Brian Nosek and others have done extensive research on cognition and have collaborated to create the Implicit Association Test ( 2008, p . 163 ).
30.
A major part of this research has involved the development and refinement of various implicit measures of attitude including the Implicit Association Test ( IAT ) to measure unconscious attitudes to things like carbon footprint, and eye tracking techniques to measure individual fixation points 25 times per second when consumers look at products, in order to measure core values.
