In this study we investigated racial vs. athletes from other countries, bias and differences in attitude of South Koreans toward advertisements featuring Korean vs. foreign athletes and White vs. Black athletes by implementing explicit and implicit measures. The results suggest that
Koreans have: (a) implicit preferences for Korean athletes over foreign athletes, (b) implicit attitudes that are more favorable toward advertisements featuring Korean athletes than toward those featuring foreign athlete-spokespersons, (c) implicit preferences for White athletes over Black
athletes, and (d) implicit attitudes that are more favorable toward advertisements featuring White athlete-spokespersons than toward those featuring Black athlete-spokespersons. The explicit measures revealed several contradictory results; therefore we have discussed implications for the discrepancy
between implicit and explicit measurement methods and the usefulness of implicit measures in the context of racial bias research.
Implicit Preferences Inferred from Choice
