What are implicit associations? How do we measure them? How would the introduction of incidental feelings work to alter associations between certain words and group membership? How would such implicit associations influence behavior?
What will be an ideal response?
Implicit associations are associations of which we are unaware. We can measure the strength of such associations using reaction time: the faster the reaction time, the stronger the relationship. That is, if we have a strong association between a negative word and a racial group, our reaction time will be faster than when presented a positive word and that same racial group. If we experience a negative but unrelated prime (an incidental feeling), it may strengthen a relationship between a negative word and a particular racial group. Since implicit associations are basically nonconscious, they may influence our behaviors without our conscious awareness; that is, these automatic prejudices may cause us to speak in a certain way toward a member of a stigmatized group without even realizing how we're being influenced.
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