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The IAT provides a new view of unconscious bias that is difficult to believe at first.
"The first experience with an IAT may be likened to the experience of peering at a familiar object through an electron microscope for the first time. The IAT provides a new view, but what it reveals seems so discrepant from the original that the first reaction is to disbelieve the data it presents." - Mahzarin R. Banaji
Credit: Co-Developers of implicit.harvard.edu
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Related story: Unmasking Bias