It is well known that people don't always 'speak their minds', and it is suspected that people don't always 'know their minds'. Understanding such divergences is important to scientific psychology.
The Project Implicit web site presents a method that demonstrates the conscious-unconscious divergences much more convincingly than has been possible with previous methods. Their new method is called the Implicit Association Test, or IAT for short.
Project Implicit blends basic research and educational outreach in a virtual laboratory at which visitors can examine their own hidden biases. Project Implicit is the product of research by three scientists whose work produced a new approach to understanding of attitudes, biases, and stereotypes.
The Project Implicit site (implicit.harvard.edu) has been functioning as a hands-on science museum exhibit, allowing web visitors to experience the manner in which human minds display the effects of stereotypic and prejudicial associations acquired from their socio-cultural environment. Since 1998 over 4.5 million tests have been completed.