Attributions of Implicit Prejudice , or “ Would Jesse Jackson ‘ Fail ’ the Implicit Association Test ? ”

Measures of implicit prejudice are based on associations between race-related stimuli and valenced words. Reaction time (RT) data have been characterized as showing implicit prejudice when White names or faces are associated with positive concepts and African-American names or faces with negative concepts, compared to the reverse pairings. We offer three objections to the inferential leap from the comparative RT of different associations to the attribution of implicit prejudice: (a) The data may reflect shared cultural stereotypes rather than personal animus, (b) the affective negativity attributed to participants may be due to cognitions and emotions that are not necessarily prejudiced, and (c) the patterns of judgment deemed to be indicative of prejudice pass tests deemed to be diagnostic of rational behavior.