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McNulty defends the study methodology: âThe theory suggests why that would happen â itâs not necessarily the answers that theyâre giving,â McNulty says. âEverybody recognizes that âawesomeâ is a positive word. Itâs the speed with which they did it, because their positive attitude interfered with their response time.â He says that this test was initially designed by social psychologists who were studying racial prejudice: They thought that this would be a way to get at peopleâs deeply held beliefs, even if they were unwilling to report those beliefs to the researchers, or to themselves.
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