Implicit Associations – Podcast
Posted by The Situationist Staff on January 22, 2009
From the Science Podcast: Robert Frederick interviews Bertram Gawronski on how automatic mental associations predict future choices.
“Bertram Gawronski and colleagues report that they could predict the decision of 70% of those who indicated they were undecided about a controversial political issue. The prediction was based on testing people’s automatic mental associations, or how quickly people responded to and correctly categorized images and words. The results indicate that decision makers often already have made up their mind at an unconscious level, even when they consciously report they are still undecided.”