Do we have an implicit preference for “good hair”?
In 2016, Perception Institute conducted the “Good Hair” Study, the first study to examine implicit and explicit attitudes related to black women’s hair. In conjunction with a creative team at SheaMoisture, manufactured by Sundial Brands, Perception Institute created the first “Hair IAT” to assess implicit bias related to natural hair. The study included 4,163 participants: a national sample of 3,475 men and women, and a sample of 688 “naturalista” women from an online natural hair community.
To take the test, click the photo.
To read the study itself, visit https://perception.org/wp-content/uploads/2017/01/TheGood-HairStudyFindingsReport.pdf