Source: Julian Wills & Jay Van Bavel-New York University One of the core constructs in social psychology is the notion of an attitude toward an object or person. Traditionally, psychologists measured attitudes by simply asking people to self-report their beliefs, opinions, or feelings. This approach has limitations, however, when measuring socially sensitive attitudes, like racial prejudice, because people are often motivated to self-report unprejudiced, egalitarian beliefs (despite harboring negative associations). In order to bypass this social-desirability bias, psychologists have developed a number of tasks that attempt to measure implicit attitudes that are less amenable to deliberate control (and potential distortion). The Implicit Association Test, or IAT, is one of the most influential measures of these unconscious attitudes. The IAT was first introduced in a 1998 paper by Anthony Greenwald and colleagues.1 This video will demonstrate how to conduct the IAT used in the final experiment, where European American participants (who report explicit egalitarian attitudes) exhibit implicit preferences for their own race.