University of Washington psychologist Anthony Greenwald has developed an updated version of his Implicit Association Test, which is intended gauge a person's unconscious beliefs and hidden biases.
Past tests that Greenwald has developed have dealt with presidential elections and racial issues, but for this new sampling, he took on NFL fandom -- and more specifically, team's participating in the Super Bowl (as well as the AFC and NFC championships).
As the test prompt indicates:
It is well known that people don't always ‘speak their minds’, and it is suspected that people don’t always ‘know their minds’. Understanding such divergences is important to scientific psychology. This web site presents a method that demonstrates the conscious-unconscious divergences much more convincingly than has been possible with previous methods.
Greenwald took the test and found himself to have a strong identification with the Seahawks. “For sports teams, the test mostly produces results that people agree reflects them. For me, it could also be tapping into my generally positive associations with Seattle, apart from the team," he explained.[University of Washington]