If Nazi = Red, and Canadian = Red, does Red = Good or Bad? Testing the limits of implicit attitude change using the Implicit Association Test

May 11, 2019 12:45 PM — 2:15 PM
University of Victoria
3800 Finnerty Road, Victoria, BC V8P 5C2


The present experiment tested the effects of indirect implicit attitude change on performance on the Implicit Association Test (IAT; Greenwald et al., 1998). The IAT is a subjective, indirect attitude measure widely used for business, research, and political purposes despite its unestablished construct validity and questionable reliability; thus, there is a growing need for research that identifies the cognitive mechanisms underlying IAT performance in order to assess its empirical value.

Michael McCarthy
Michael McCarthy
Researcher, Data Scientist, Musician

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