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Implicit Association Test (IAT)
An implicit social cognition measure developed by Greenwald, McGhee, and Schwartz (1998). In IAT, a person has to rapidly categorize various stimulus items. According to IAT, a faster categorization indicates a stronger association, while a slower categorization indicates a weaker association. IAT is based on the assumption that some cognitive processes are unconscious yet influence the way people perceive stimuli and behave in the world. IAT has been used to measure age, race, and gender bias. For more information, see Greenwald, McGhee, and Schwartz (1998).
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