Project Implicit is a 501(c)(3) nonprofit and global network of researchers dedicated to understanding the hidden cognitive processes that shape judgment and behavior. Founded in 1998 by Dr. Tony Greenwald (University of Washington), Dr. Mahzarin Banaji (Harvard University), and Dr. Brian Nosek (University of Virginia), we have been at the forefront of research on implicit cognition for more than 25 years.

In 2011, we expanded our focus with Project Implicit Health, led by Dr. Bethany Teachman (University of Virginia) and Dr. Matt Nock (Harvard University), to explore how subconscious thought patterns influence health outcomes.

Our Mission

Project Implicit advances understanding of how implicit cognitive processes shape perception, interpretation, and judgment. Through research, measurement, and education, we help make these often-unseen patterns visible so they can be studied, discussed, and interpreted responsibly.

Our work focuses on three core areas:

Understanding
Supporting awareness of how automatic cognitive processes influence thinking and evaluation, particularly under conditions of ambiguity, time pressure, and uncertainty.

Research
Conducting large-scale scientific studies, including work with tools such as the Implicit Association Test (IAT), to examine how implicit cognition operates across contexts and populations, with careful attention to methodological rigor and interpretive limits.

Education
Providing research-based educational programs that translate findings from cognitive science into clear, accessible understanding of judgment and decision-making, without prescribing behavior change or organizational intervention.