"... I had as much trouble pairing African American names with pleasant words as I did insect names with pleasant words."
Greenwald sent Banaji the computer test. She quickly discovered that her results were similar to his. Incredulous, she reversed the order of the names in the test. She switched the left and right keys. The answer wouldn't budge.
"I was deeply embarrassed," she recalls. "I was humbled in a way that few experiences in my life have humbled me." ... For years, Banaji had told students that ugly prejudices were not just in other people but inside themselves. As Banaji stared at her results, the cliche felt viscerally true.
More on Implicit Assoc Test
There's an article on it in the Wapo: