Dual Attitude Approach
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People have explicit (conscious) and implicit (automatic) attitudes toward social
groups
o
Explicit attitudes measured with self-reports
“paper and pencil”
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Implicit attitudes measured with computer tasks (IAT)
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Response latencies and errors
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Widely used measure is Implicit Association Test (IAT)
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When concepts associated, faster to respond (shorter response latency)
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Uses speed of categorizing stimuli to test the strength of automatic
associations
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Implicit prejudice
strong White = good / Black = Bad associations
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Evidence of “pro-White” bias when faster to respond when White paired
with good and Black paired with bad relative to White/Bad and
Black/Good
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Implicit attitudes tend to be dissociated from explicit attitudes
o
Often more negative than explicit attitudes
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Implicit and explicit attitudes influence different responses
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Explicit: overt bias, policy preference
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Implicit: nonverbal bias, split second decisions
Implications of Implicit Prejudice
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Biases may have implications for split-second decisions in the real world
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Example: associating Black people with danger influences weapon identification
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- Spring '08
- Butz
- Social Psychology, Prejudice, White people, explicit attitudes
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