VOLUME LXXVIII | JUN 2023

A 3D framework of implicit attitude change

Imagine a vast, interconnected web hidden within our minds, shaping our perceptions and reactions towards other people. This intricate network, known as implicit attitude change, has been a central concept in social cognition research for decades. Just like a complex computer algorithm running in the background, our brains automatically activate information stored in long-term memory about individuals or social groups, sometimes against our own intentions! Scientists have devised ingenious ways to measure these implicit attitudes using methods like sequential priming or the Implicit Association Test. Through these tests, they have revealed that these subconscious attitudes profoundly impact how we evaluate and interact with our social environment. By unraveling the mysteries of this hidden framework of attitude change, researchers hope to gain a deeper understanding of human behavior and foster more positive social interactions. To dive into the fascinating world of implicit attitudes and their effects on society, check out the full research article!

Amir Khan

Amir is a Pakistani-Canadian neuroengineer in Toronto, developing brain-computer interfaces to enhance learning. As a volunteer author, he shares insights on how technology can amplify cognitive abilities, drawing from his diverse South Asian-Canadian perspective.

Since the 1980s, a simple but consequential idea has defined much social cognition (see Glossary) research [1–4]: When humans encounter social targets (whether individuals or groups of people), information stored in long-term memory about these social targets can be activated relatively automatically, and specifically in the absence of (or even contrary to) the person’s intention to do so [5] (for alternative conceptualizations, see [6,7]). Customarily measured using indirect procedures, such as sequential priming [2,8], the Implicit Association Test [9], the Affect Misattribution Procedure [10], and their variations, implicit attitudes have been shown to play a unique role in how we evaluate and relate to our social environments.
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