Implicit associations have a circadian rhythm

• Published in: PloS one Vol. 9; no. 11; p. e110149
• Main Authors: Zadra, Jonathan R, Proffitt, Dennis R
• Format: Journal Article
• Language: English
• Published: United States Public Library of Science 03-11-2014; Public Library of Science (PLoS)
• Subjects: Alcohol; Attitudes; Biological activity; Biology and Life Sciences; Circadian Rhythm; Circadian rhythms; Cognition; Cognition & reasoning; Control tasks; Glucose; Humans; Perception; Physiological effects; Physiology; Prejudice; Psychological Tests; Self control; Social Sciences; Stereotypes; Studies; United States > US; Virginia
• ISSN: 1932-6203; 1932-6203
• DOI: 10.1371/journal.pone.0110149

The current study shows that people's ability to inhibit implicit associations that run counter to their explicit views varies in a circadian pattern. The presence of this rhythmic variation suggests the involvement of a biological process in regulating automatic associations--specifically, with the current data, associations that form undesirable social biases. In 1998, Greenwald, McGhee, and Schwartz introduced the Implicit Association Test as a means of measuring individual differences in implicit cognition. The IAT is a powerful tool that has become widely used. Perhaps most visibly, studies employing the IAT demonstrate that people generally hold implicit biases against social groups, which often conflict with their explicitly held views. The IAT engages inhibitory processes similar to those inherent in self-control tasks. Because the latter processes are known to be resource-limited, we considered whether IAT scores might likewise be resource dependent. Analyzing IAT performance from over a million participants across all times of day, we found a clear circadian pattern in scores. This finding suggests that the IAT measures not only the strength of implicit associations, but also the effect of variations in the physiological resources available to inhibit their undesirable influences on explicit behavior.