Implicit Association Test | IAT | Implicit Bias |

IAT measures attitudes and beliefs that people may be unwilling or unable to report
In other words IAT measures.... the strength of associations between.... concepts and evaluations or stereotypes... to reveal an individual’s hidden or subconscious biases
The test should not take more than 10 minutes to be completed.
Procedure:
So In the IAT, the participant has to classify, as quickly as possible, a series of words and images into their corresponding group...that is stimuli group
Now....Stimuli are divided into categories..... (ex. our brand VS. competitors),.... and into attributes (ex. Good vs. Bad).
Then Categories are the two targets we want to compare ....like
(men vs. women, our brand vs. the competitor’s brand, a politician vs. their opponent, etc).
Now...The test includes several trials in which ....
attributes and categories are paired and mixed ...
(ex. Have a look at the examples...
our brand + good vs. competitor’s + bad; and vice versa: our brand + bad vs. competitor’s + good).
So...If the stimuli that pop up on the screen are more associated with a category in the participant’s mind, the response time to classify it will be shorter.
This means The quicker the answer the stronger the association.