The Implicit Attitude Test (IAT)

The Implicit Attitude Test (IAT)

1. Go to https://implicit.harvard.edu/implicit/takeatest.htmlLinks to an external site.

2. Read the “Preliminary Information”, scroll to the bottom of the page and click on “I wish to proceed.”

3. Choose any 1 (one) or 2 (two) tests form the list below:

   1) Jewish IAT

   2) Religion IAT

   3) Asian-Foreign IAT

   4) Race IAT

   5) Weight IAT

   6) Transgender IAT

   7) Disability IAT

   8) Arab-Muslim IAT

   9) Gender-Career IAT

  10) Hispanic IAT

  11) Sexuality IAT

  12) Skin-tone IAT

  13) Weapons IAT

  14) Asian IAT

4. DO NOT TAKET THE TEST YET! Once you choose the test(s) you want to do, write down:

a) Your beliefs, feelings, and behaviors towards the topic(s) you are going to do the tests on (e.g., what are your thoughts, feelings, behaviors toward weight? sexual orientation? race? skin tone? etc.).

b) Do you expect that your expressed attitude on the topic will differ from your unconscious (implicit) attitude? Why or why not?

5. After you write the answers to the questions 4a and 4b, take the test. 

6. At the end of the test, copy-paste or screenshot your test results as the evidence that you took the test. Attach the screenshot to your submission.

7. Finally, write the answers to the questions below:

a) Do your expressed attitudes match your implicit attitudes? Why or why not?

b) Can you think of a situation where the judgment biases (implicit attitudes) are present in marketing situations (service, purchase, salespeople interactions, etc?)