{O}ur attitudes towards things like race or gender operate on two levels. First of all, we have our conscious attitudes. This is what we choose to believe. These are our stated values, which we use to direct our behavior deliberately . . . But the IAT {Implicit Association Test} measures something else. It measures our second level of attitude, our racial attitude on an unconscious level - the immediate, automatic associations that tumble out before we've even had time to think. We don't deliberately choose our unconscious attitudes. And . . . we may not even be aware of them. The giant computer that is our unconscious silently crunches all the data it can from the experiences we've had, the people we've met, the lessons we've learned, the books we've read, the movies we've seen, and so on, and it forms an opinion.
( Malcolm Gladwell )
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