The Go/No-Go Association Task (GNAT) is introduced as a new method for measuring implicit social cognition, particularly attitude (evaluation). Unlike the Implicit Association Test (IAT), GNAT can be used to examine automatic social cognition toward a single target category without requiring the direct involvement of complementary or contrasting objects. By implementing a response deadline, GNAT trades off response latency for sensitivity as the dependent variable measure. The technique is demonstrated through a series of experiments using simple attitude objects (bugs and fruit). In Experiment 6, GNAT is used to investigate attitudes toward race (Black and White) and gender (male and female), showing that it can detect both out-group derogation (e.g., negativity toward Black Americans) and in-group favoritism (positivity toward White Americans). The GNAT is shown to be an effective tool for assessing automatic preferences and resolving persistent questions about individual attitude objects while maintaining the advantages of response competition tasks. The design of GNAT, its flexibility in selecting contexts, and its ability to measure automatic attitudes at various response deadlines are discussed.The Go/No-Go Association Task (GNAT) is introduced as a new method for measuring implicit social cognition, particularly attitude (evaluation). Unlike the Implicit Association Test (IAT), GNAT can be used to examine automatic social cognition toward a single target category without requiring the direct involvement of complementary or contrasting objects. By implementing a response deadline, GNAT trades off response latency for sensitivity as the dependent variable measure. The technique is demonstrated through a series of experiments using simple attitude objects (bugs and fruit). In Experiment 6, GNAT is used to investigate attitudes toward race (Black and White) and gender (male and female), showing that it can detect both out-group derogation (e.g., negativity toward Black Americans) and in-group favoritism (positivity toward White Americans). The GNAT is shown to be an effective tool for assessing automatic preferences and resolving persistent questions about individual attitude objects while maintaining the advantages of response competition tasks. The design of GNAT, its flexibility in selecting contexts, and its ability to measure automatic attitudes at various response deadlines are discussed.