What are Implicit Association Tests?

This test quantifies our automatic associations by asking participants to rapidly sort out words or images in categories, in an effort to make strategic or cognitive dissimulations impossible. It has utilized for more than 15 years to identify a number of implicit stereotypes relative to sexual orientation, race or gender (McGhee, Greenwald, & Schwartz, 1998).


Implicit Association Test (IAT) is the most convenient and commonly used test to evaluate this gap between explicit and implicit attitudes. It is easy to administer, can be run online on a large sample and is supported by a long and large list of literature in cognitive psychology. Its main applications are in social psychology (measure of social bias) and marketing (measure of implicit preferences of consumer)