Implicit Social Cognition concerns how people's behaviors, thoughts, and actions could be shaped by attitudes and beliefs, including those that they might not be aware of, unwilling to disclose, or
have limited control over. Using the Implicit Association Test as a case study, we build computational models with the goal of investigating the nature of candidate mechanisms that are involved in the acquisition and processing of implicit attitudes and beliefs, and their underlying associative representations in memory. We envision that a deeper understanding of such processes would enable us to better account for people's behavior as a function of their attitudes and beliefs, and possibly provide insight into consumers' tastes, preferences, and purchasing habits. ... [more]