Project
Implicit

Project Implicit is a nonprofit organization
advancing the science of implicit cognition
and its influence on perception, judgment,
decision-making, and behavior.

Take a Test

Project
Implicit

Project Implicit is a nonprofit organization
advancing the science of implicit cognition
and its influence on perception, judgment,
decision-making, and behavior.

Take a Test

Welcome to Project Implicit!

Project Implicit is an independent 501(c)(3) nonprofit and an international network of researchers studying implicit cognition — the fast, automatic processes that influence perception, interpretation, and judgment. For more than 25 years, our work has helped millions of people better understand how human thinking operates, often outside of conscious awareness.

Join the Email List

Keep Public Science Public

Millions of people use Project Implicit each year, including students, educators, journalists, researchers, and policymakers. Our website is open to anyone interested in understanding how human judgment works, and our research tools are freely accessible to the public.

This work is possible because individuals choose to support it. Small donations help keep the tests available at no cost and ensure that the data and research infrastructure remain open and responsibly maintained.

If Project Implicit has been useful to you—whether you’ve taken a test, shared our materials, taught with them, or cited our research—you are already part of the community that sustains this public resource.

Project Implicit operates largely on individual contributions. If you’re able, we invite you to consider a $5 donation to help keep the site running, the tools accessible, and the science public. Broad participation, even at a modest level, helps ensure this resource remains available to those who rely on it.

Support Project Implicit

What is implicit bias?

Implicit bias refers to the automatic associations and mental shortcuts that shape perception and judgment outside of conscious awareness. These patterns develop through experience and exposure, and they influence how people interpret information, evaluate situations, and respond under conditions like time pressure or uncertainty.

Often described using the iceberg metaphor, implicit bias represents the portion of cognition that operates beneath conscious intention. Understanding these processes helps clarify why people can hold explicit values while still arriving at judgments that surprise them, and why decision-making can feel inconsistent across contexts.

Project Implicit’s research focuses on making these hidden cognitive patterns more visible, so they can be understood, studied, and interpreted responsibly.

An iceberg with a small portion above the water and a massive portion below the water.