Your eyes are the mirror of your (social) soul. Eye movements as a measure of implicit stereotypes

Stereotypes are considered as networks of associations between persons and attributes concepts. Given the fact that stereotypes are generally socially undesirable, they cannot be investigated through explicit questions. The most interesting results have been obtained through Implicit Association Tests (Greenwald, McGhee, & Schwartz, 1998). However, some argue that IATs tend to interrupt the ordinary flow of cognition, and thus they might not provide a natural measure of implicit stereotypes. For this reason, we propose to use eyes’ motions as a measure of implicit stereotypes.