Implicit Association Analysis

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A Review of the Implicit Association Test Explicit cognition refers to an individual’s deliberate and fully conscious associations. Conversely, implicit cognition refers to an individual’s unconscious associations. These unconscious associations are significant because they can unknowingly influence an individual’s attitude and behavior. The implicit association test is a test designed to measure these unconscious, automatic associations, including the explicit concepts that an individual is fully aware of but unwilling to disclose. Some common automatic association concepts include self- esteem, memory, perception, attitudes, stereotypes, and racial bias. Subsequently, the implicit association test can detect any of these automatic association concepts. Like most psychological tests, the implicit association test, in order to demonstrate that it has meaning, must first and foremost have reliability. Thus, once liability has been …show more content…

Furthermore, the implicit association test is usually administered via a computer. Consequently, the typical design of the implicit association test involves the juxtaposition of images with either negative or positive words representing both good and bad attributes. Subsequently, during the course of the test the individual is given several tasks which prompt them to select or match a word with an image. However, the word and image association periodically changes throughout the test. As a result of the frequent change of word and image association, the individual automatically selects the image and word combination that they unconsciously associate together. Thus, revealing any associations that are unknown to the individual and or any associations that the individual is unwilling to

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