Project Implicit: Measuring unconscious bias

An article on the possible neurological basis of racism in this morning's Wall Street Journal (subscription required) references an online test at Harvard University designed to measure unconscious biases and prejudices.

Project Implicit offers an online version of the Implicit Association Test, or IAT:

It is well known that people don't always 'speak their minds', and it is suspected that people don't always 'know their minds'. Understanding such divergences is important to scientific psychology.

This web site presents a method that demonstrates the conscious-unconscious divergences much more convincingly than has been possible with previous methods. This new method is called the Implicit Association Test, or IAT for short.

I haven't had time to take more than a cursory look at this yet, but it's certainly interesting and even provocative.