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How can pervasive social biases be reduced? These investigators used a validated measure of attitudes toward gender and race (the implicit association test) to examine the learning of new attitudes by 40 white male and female university students.
First, implicit bias was demonstrated: Participants chose more math than art words when shown pictures of male versus female faces and vice versa, and more negative than positive terms when shown pictures of black versus white faces. Next, they were asked to attend to pairings of positive terms with black faces and math words with female faces. A specific sound was played when these unbiased word-face pairings were shown (different sounds were given for racial and gender trials). The sound was repea…