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People don’t always say what’s on their minds. One reason is that they are unwilling. For example, someone might report smoking a pack of cigarettes per day because they are embarrassed to admit that they smoke two. Another reason is that they are unable. A smoker might truly believe that she smokes a pack a day, or might not keep track at all. The difference between being unwilling and unable is the difference between purposely hiding something from someone and unknowingly hiding something from yourself.

The Implicit Association Test (IAT) measures the strength of associations between concepts and evaluations or stereotypes to reveal an individual’s hidden or subconscious biases. This test was first published in 1998 by Project Implicit, and has since been continuously updated and enhanced.