Ipsos Encyclopedia - Implicit Association Test

A way to measure unconscious reasoning, or System 1 thinking, by measuring reaction times of respondent answers to test stimuli or statements compared to a baseline.

Definition

​A way to measure unconscious reasoning, or System 1 thinking, by measuring reaction times of respondent answers to test stimuli or statements compared to a baseline. Generally a calibration exercise precedes the actual test measurement, whereby a baseline is established for the tests to be scored against.

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