2276 - DEVELOPING A NOVEL WEBSITE-BASED MEASUREMENT TECHNIQUE FOR UNCONSCIOUS BIAS: A REPORT ON THE RELATIONSHIP WITH RESPONDENTS' PERSONALITY TRAITS

Session: P_D02S003 - Poster Session 3 - Division 2
AUTHORS:
Shiomura Kimihiro (Ferris University ~ Yokohama ~ Japan)
Abstract text:
Introduction: The IATs that measure unconscious bias are widely used and have various modes of implementation. Among them, website IATs are particularly advantageous. However, existing website IATs have their own limitations. Purpose: This newly developed system is a technique that can solve the limitations of the existing website IATs. For example, the participant can immediately know his or her IAT score immediately after completing each IAT task assignment on the website. This is highly important given the awareness-effect of unconscious bias. In this report, the author describes a new system for measuring unconscious bias on a website, and the actual results of using this system. Method: This study reports on the relationship between the unconscious bias toward Korea compared to Japan and respondents' explicit attitudes, attribute variables, and personality traits measured using Google Forms. Data from university students who completed both measures were used in the analysis. The author examined the relationship between the unconscious bias toward Korea (IAT score), hereafter "UB Korea" and respondents' attribute variables and personality traits. Results: The IAT score was not related to whether the respondents had foreign friends or not, nor was it related to the respondent's grade in school. The "UB Korea" was also not related to explicit self-esteem, but showed a significant positive correlation only with the "Independent Construal of Self" of the two dimensions of Cultural Self-Construal (p<.05). Conclusions: This research successfully verified causal relationships among variables related to the attitudes toward other ethnic groups and implicit measures using the IAT. Because the attitudes toward other ethnic groups are socially sensitive issues, in explicit measures, the participants' attitudes must control for discrepancies with implicit measures. It was noted that explicit attitudes involve compensatory assessments through control processes.