Prof. Mahzarin Banaji from Harvard University explains how the Implicit Association Test works. It is designed to measure the strength of associations in our mind. The test contains positively and negatively connotated words and faces of white and coloured people. The participant has to sort the test-objects in categories like “good” = right and “bad” = left. If you correlate good with coloured, you will more easily master the task. Reminded me instantly of the Stroop Effect.
An American TV Show tested its audience with interesting results: