Nosek, Banaji, and Greenwald (2002) describe a demonstration website that collected over 600,000 Implicit Association Tests (IATs) from 1998 to 2000, measuring implicit attitudes and stereotypes toward social groups. The website allowed users to experience their implicit biases and provided aggregate data on group cognition. The data revealed strong implicit preferences for white over black and young over old, and associations between gender and career/liberal arts. The study highlights the strength of implicit attitudes, the dissociation between implicit and explicit attitudes, and the influence of group membership on attitudes. The website also provided insights into the consistency of web-based data with laboratory findings, and the potential of web-based research for psychological science. The study found that implicit attitudes were often stronger than explicit ones, and that implicit and explicit measures sometimes conflicted. The data also showed that implicit biases were present across various social groups, including race, age, gender, and political orientation. The study emphasizes the importance of understanding implicit attitudes and their role in social behavior, and the value of web-based research in advancing psychological science. The authors note that while web-based data may not be representative of the general population, they offer valuable insights into the mental processes underlying social behavior. The study also discusses the limitations of web-based data, including self-selection and multiple submissions, and the need for further research to understand the relationship between implicit and explicit attitudes. The authors conclude that implicit attitudes reveal the deep influence of culture and environment on individual beliefs and preferences, and that web-based research has the potential to advance psychological science while educating the public.Nosek, Banaji, and Greenwald (2002) describe a demonstration website that collected over 600,000 Implicit Association Tests (IATs) from 1998 to 2000, measuring implicit attitudes and stereotypes toward social groups. The website allowed users to experience their implicit biases and provided aggregate data on group cognition. The data revealed strong implicit preferences for white over black and young over old, and associations between gender and career/liberal arts. The study highlights the strength of implicit attitudes, the dissociation between implicit and explicit attitudes, and the influence of group membership on attitudes. The website also provided insights into the consistency of web-based data with laboratory findings, and the potential of web-based research for psychological science. The study found that implicit attitudes were often stronger than explicit ones, and that implicit and explicit measures sometimes conflicted. The data also showed that implicit biases were present across various social groups, including race, age, gender, and political orientation. The study emphasizes the importance of understanding implicit attitudes and their role in social behavior, and the value of web-based research in advancing psychological science. The authors note that while web-based data may not be representative of the general population, they offer valuable insights into the mental processes underlying social behavior. The study also discusses the limitations of web-based data, including self-selection and multiple submissions, and the need for further research to understand the relationship between implicit and explicit attitudes. The authors conclude that implicit attitudes reveal the deep influence of culture and environment on individual beliefs and preferences, and that web-based research has the potential to advance psychological science while educating the public.