Anthony Greenwald

Anthony Greenwald is a psychologist known for his research on unconscious biases and implicit attitudes—how people might hold preferences or prejudices they are unaware of. He developed the Implicit Association Test (IAT), a tool that measures these hidden biases by assessing reaction times in associating different concepts. Greenwald’s work highlights that some biases are automatic and can influence behavior without conscious awareness, impacting areas like social judgments and decision-making. His contributions have deepened understanding of the subconscious factors shaping human thought and social interactions.