ืคืกื™ื›ื•ืœื•ื’ื™ื” ื—ื‘ืจืชื™ืช – ืกื™ื›ื•ืžื™ื: ืžื“ื“ื™ื ืœื”ืขืจื›ืช ื”ืขืžื“ื•ืช ื”ืืžื™ืชื™ื•ืช

ืคืกื™ื›ื•ืœื•ื’ื™ื” ื—ื‘ืจืชื™ืช – ืกื™ื›ื•ืžื™ื:ย ืžื“ื“ื™ื ืœื”ืขืจื›ืช ื”ืขืžื“ื•ืช ื”ืืžื™ืชื™ื•ืช

ืคืกื™ื›ื•ืœื•ื’ื™ื” ื—ื‘ืจืชื™ืช – ืกื™ื›ื•ืžื™ื

ื‘ืฉืœ ื”ืงื•ื ืคืœื™ืงื˜ื™ื ื‘ื”ืขืจื›ืช ืขืžื“ื•ืช ืงืฉื” ืœื”ืกืชืžืš ืขืœ ืกืงืจื™ื ืœื”ืขืจื›ืช ื”ืขืžื“ื•ืช ื”ืืžื™ืชื™ื•ืช ืฉื›ืŸ ืื ืฉื™ื ืขืฉื•ื™ื™ื ืฉืœื ืœื“ื•ื•ื— ืืช ืขืžื“ืชื ื”ืืžื™ืชื™ืช. ืœืคื™ื›ืš, ืคื•ืชื—ื• ืžื“ื“ื™ื ืขืงื™ืคื™ื. ื ื“ื•ืŸ ื‘-2 ืžื”ื.

ย 

IAT โ€“ Implicit Association Test

ืคื•ืชื— ืขืœ ื™ื“ื™ Greenwald and Banaji. ืžื‘ื—ืŸ ื”-IAT ื”ื•ื ื˜ื›ื ื™ืงื” ืœื—ืฉื™ืคืช ื“ืขื•ืช ืงื“ื•ืžื•ืช ื‘ืœืชื™ ืžื•ื“ืขื•ืช ื›ืœืคื™ ืงื‘ื•ืฆื•ืช ืžืกื•ื™ืžื•ืช: ืกื“ืจื” ืฉืœ ืชืžื•ื ื•ืช ื•ืžื™ืœื™ื ืžื•ืฆื’ื•ืช ืขืœ ื”ืžืกืš ื•ืขืœ ื”ื ื‘ื“ืง ืœืœื—ื•ืฅ ื‘ืฉืœื‘ ื”ืจืืฉื•ืŸ ืขืœ ื›ืคืชื•ืจ ื‘ื™ื“ ื™ืžื™ืŸ ืื ื”ื’ื™ืจื•ื™ ืขื•ื ื” ืœื›ืœืœ ืžืกื•ื™ื (ืœื“ื•ื’' ื›ืฉืžื•ืคื™ืข ืคืจืฆื•ืฃ ืฉื—ื•ืจ ืื• ืžื™ืœื” ื—ื™ื•ื‘ื™ืช) ื•ื‘ื™ื“ ืฉืžืืœ ืื ื”ื•ื ืขื•ื ื” ืœื›ืœืœ ืื—ืจ (ืคืจืฆื•ืฃ ืœื‘ืŸ ืื• ืžื™ืœื” ืฉืœื™ืœื™ืช). ื‘ืฉืœื‘ ื”ืฉื ื™, ื ืขืฉื™ืช ื”ื—ืœืคื” ื‘ื–ื™ื•ื•ื’ ื‘ื™ืŸ ื”ืชืžื•ื ื•ืช ืœืžื™ืœื™ื (ืคืจืฆื•ืฃ ืœื‘ืŸ ืขื ืžื™ืœื” ื—ื™ื•ื‘ื™ืช ื•ืคืจืฆื•ืฃ ืฉื—ื•ืจ ืขื ืžื™ืœื” ืฉืœื™ืœื™ืช) ืžืคืชื—ื™ ื”ืžื‘ื—ืŸ ื˜ื•ืขื ื™ื ืฉื”ื ื‘ื“ืงื™ื ื™ื’ื™ื‘ื• ืžื”ืจ ื™ื•ืชืจ ืื ืชื”ื™ื” ืชืื™ืžื•ืช ื‘ื™ืŸ ืกื•ื’ ื”ืžื™ืœื” (ื—ื™ื•ื‘ื™ืช/ืฉืœื™ืœื™ืช) ืœื‘ื™ืŸ ื”ื”ืขืจื›ื” ืฉืœ ื”ื ื‘ื“ืงื™ื ืœื’ื‘ื™ ื”ืงื‘ื•ืฆื” ื”ืกืคืฆื™ืคื™ืช.

ื”ื“ืขื” ื”ืžื•ืงื“ืžืช ื›ืœืคื™ ืฉื—ื•ืจื™ื ื ืžื“ื“ืช ื›ื”ืคืจืฉ ื‘ื™ืŸ ืžื”ื™ืจื•ืช ื”ืœื—ื™ืฆื” ืขืœ ื”ื›ืคืชื•ืจ ื›ืฉืคืจืฆื•ืคื™ื ืฉื—ื•ืจื™ื ืฆื•ืžื“ื• ืœืžื™ืœื™ื ื—ื™ื•ื‘ื™ื•ืช ื•ื‘ื™ืŸ ืžื”ื™ืจื•ืช ื”ืœื—ื™ืฆื” ืขืœ ื”ื›ืคืชื•ืจ ื›ืฉืคืจืฆื•ืคื™ื ืฉื—ื•ืจื™ื ืฆื•ืžื“ื• ืœืžื™ืœื™ื ืฉืœื™ืœื™ื•ืช.

ืžื—ืงืจื™ื ืืœื• ื”ื•ื‘ื™ืœื• ืœืžืžืฆืื™ื ืจื‘ื™ื, ืœื“ื•ื’': ืœืฆืขื™ืจื™ื ื•ื–ืงื ื™ื ื™ื—ื“ ื™ืฉ ื“ืขื”-ืงื“ื•ืžื” ืขืœ ืฆืขื™ืจื™ื ืžืืฉืจ ืขืœ ื–ืงื ื™ื, 2/3 ืžื”ืœื‘ื ื™ื ื•ืžื—ืฆื™ืช ืžื”ืฉื—ื•ืจื™ื ืžืขื“ื™ืคื™ื ืœื‘ื ื™ื ืขืœ ืคื ื™ ืฉื—ื•ืจื™ื.

ืงื™ื™ื ืžื™ื“ืข ืขืœ ื›ืš ืฉืžื‘ื—ืŸ ื–ื” ืžื ื‘ื ื”ืชื ื”ื’ื•ืช ื—ืฉื•ื‘ื” ื™ื•ืชืจ ืžืืฉืจ ืœื—ื™ืฆื” ืขืœ ืžืงืฉื™ื โ€“ ื ืžืฆื ืžืชืื ื‘ื™ืŸ ืชื•ืฆืื•ืช ื”-IAT ืœื‘ื™ืŸ ืžื™ื“ืช ื”ืคืขื™ืœื•ืช ื‘ืืžื™ื’ื“ืœื” (ืฉืื—ืจืื™ืช ืขืœ ืœืžื™ื“ื” ื•ื”ืขืจื›ื” ืจื’ืฉื™ืช), ื‘ืขื•ื“ ืœื ื ืžืฆื ืžืชืื ืขื ืžื“ื“ ืžื•ื“ืข ื™ื•ืชืจ.

ื‘ื ื•ืกืฃ, ื ืžืฆื ืžืชืื ื‘ื™ืŸ ืฆื™ื•ื ื™ ื”-IAT ืœื‘ื™ืŸ ื”ืื™ื ื˜ืจืืงืฆื™ื” ืฉืœ ื”ื ื‘ื“ืง ืขื ื ืกื™ื™ืŸ ืฉื—ื•ืจ ืื• ืœื‘ืŸ (ื›ืžื•ืช ื”ื“ื™ื‘ื•ืจ, ื—ื™ื•ื›ื™ื, ืžืกืคืจ ื”ืฉื’ื™ืื•ืช ื‘ื“ื™ื‘ื•ืจ ื•ื›ื•'). ืœืคื™ื›ืš, ื ืจืื” ื›ื™ ืฉื™ื˜ื” ื–ื• ืžืกื•ื’ืœืช ืœื—ืฉื•ืฃ ื“ืขื•ืช ืงื“ื•ืžื•ืช.

ื”ื˜ืจืžื” ื•ื“ืขื” ืงื“ื•ืžื” ืžืจื•ืžื–ืช

ื—ื•ืงืจื™ื ื”ืฆืœื™ื—ื• ืœืžื“ื•ื“ ื‘ืืžืฆืขื•ืช ื”ื˜ืจืžื” ื“ืขื•ืช ืงื“ื•ืžื•ืช ืฉื”ื ื‘ื“ืงื™ื ืžืขื•ื ื™ื™ื ื™ื ืœื”ื›ื—ื™ืฉ. ื–ื” ื ืขืฉื” ืขืœ ื™ื“ื™ ืžื“ื™ื“ืช ื–ืžืŸ ื”ืชื’ื•ื‘ื” ื”ืžืžื•ืฆืข ืœืžื™ืœื™ื ื—ื™ื•ื‘ื™ื•ืช ื•ืฉืœื™ืœื™ื•ืช, ื›ืืฉืจ ืœืคื ื™ ื›ืŸ ืžืฆื™ื’ื™ื ืชืžื•ื ื•ืช ืฉืœ ื—ื‘ืจื™ ื”ืงื˜ื’ื•ืจื™ื” ืืฉืจ ืœื’ื‘ื™ื” ื—ื•ืฉื“ื™ื ืฉืงื™ื™ืžืช ื“ืขื” ืงื“ื•ืžื” (ืœื“ื•ื’ืžื, ืžืฆื™ื’ื™ื ืชืžื•ื ื” ืฉืœ ื ื–ื™ืจื” ื•ืื ื™ืฉ ืงื™ืฉื•ืจ ืืฆืœ ื”ืื“ื ื‘ื™ืŸ ื ื–ื™ืจื” ืœื‘ื™ืŸ ืชื›ื•ื ื•ืช ื—ื™ื•ื‘ื™ื•ืช ืื–ื™ ื”ื•ื ื™ื”ื™ื” ืžื”ื™ืจ ื™ื•ืชืจ ื‘ื–ืžืŸ ืชื’ื•ื‘ื” ืœื’ื‘ื™ ืžื™ืœื™ื ื—ื™ื•ื‘ื™ื•ืช).

ื”ื”ืฉืงืคื” ื”ื›ืœื›ืœื™ืช (Economic Perspective)

ืข"ืค ื”ื”ืฉืงืคื” ื”ื›ืœื›ืœื™ืช, ืงื‘ื•ืฆื•ืช ืžืคืชื—ื•ืช ื“ืขื•ืช ืงื“ื•ืžื•ืช ื•ืืคืœื™ื™ื” ืื—ืช ื›ืœืคื™ ื”ืฉื ื™ื™ื” ื›ืืฉืจ ื”ืŸ ืžืชื—ืจื•ืช ืขืœ ืื•ืชื ืžืฉืื‘ื™ื ื—ื•ืžืจื™ื™ื ื•ื”ืŸ ืจื‘ื•ืช ืขืœ ืžื ืช ืœื”ื’ืŸ ื•ืœืงื“ื ืืช ื”ืื™ื ื˜ืจืกื™ื ืฉืœื”ืŸ.

8 ืฆื™ื˜ื•ื˜ื™ื ื™ืคื™ื ืขืœ ืื•ืจ ืฉื™ืื™ืจื• ืืช ื—ื™ื™ื›ื

ืื ื—ื ื• ืฆืจื™ื›ื™ื ืื•ืชื• ืžื‘ื—ื•ืฅ ื‘ืฉื‘ื™ืœ ืœืจืื•ืช ื•ืžื‘ืคื ื™ื ื‘ืฉื‘ื™ืœ ืœื—ื™ื•ืช: ืฆื™ื˜ื•ื˜ื™ื ื™ืคื™ื ืขืœ ืื•ืจ

ื›ืŸ ืื ื—ื ื• ื™ื›ื•ืœื•ืช: ืฆื™ื˜ื•ื˜ื™ื ื—ื–ืงื™ื ืฉืœ ื ืฉื™ื ืžื ื”ื™ื’ื•ืช

ื›ืžื” ืฆื™ื˜ื•ื˜ื™ื ืฉืœ ื ืฉื™ื ืžื ื”ื™ื’ื•ืช, ืžืฉืคื˜ื™ื ื™ืคื™ื ืฉืœ ื ืฉื™ื ืฉื”ื’ื™ืขื• ืœืชืคืงื™ื“ื™ ื”ื ื”ื’ื” ืื• ื”ื™ื•ื• ื‘ืžืขืฉื™ื”ืŸ ืžื ื”ื™ื’ื•ืช.

ืžืœื™ื ื•ื‘ืกืงื™ ื•ื”ื“ืช ื›ืžื ื’ื ื•ืŸ ื”ืชืžื•ื“ื“ื•ืช

ืžืœื™ื ื•ื‘ืกืงื™ ืจื•ืื” ื‘ื“ืช ืžื ื’ื ื•ืŸ ืœื”ืชืžื•ื“ื“ื•ืช ืขื ื—ื•ืกืจ ื•ื“ืื•ืช ื•ื—ืจื“ื”. ื”ื™ื ืื™ื ื” ื ืขืœืžืช ืขื ื”ืงื“ืžื”, ืืœื ืžืชืื™ืžื” ืืช ืขืฆืžื” ืœืฆืจื›ื™ื ืฉืœ ื”ืื“ื, ื•ืžืžืฉื™ื›ื” ืœืกืคืง ืชื—ื•ืฉืช ื‘ื™ื˜ื—ื•ืŸ ื•ืžืฉืžืขื•ืช ื’ื ื‘ืขื•ืœื ื”ืžื•ื“ืจื ื™.

ืœืœืžื•ื“ ื˜ื•ื‘ ื™ื•ืชืจ:

ืชืงื•ืคืช ืžื‘ื—ื ื™ื ืื• ื›ืชื™ื‘ืช ืขื‘ื•ื“ื”: ื˜ื™ืคื™ื ืœืžืชืงื“ืžื™ื

ืชืงื•ืคืช ืžื‘ื—ื ื™ื ืงืฉื”? ืฆืจื™ื›ื™ื ืœื›ืชื•ื‘ ืขื‘ื•ื“ื” ืืงื“ืžื™ืช ื•ื”ื–ืžืŸ ืื•ื–ืœ? ื›ืžื” ื˜ื™ืคื™ื pro ื›ื“ื™ ืœื”ืคื™ืง ืืช ื”ืžื™ื˜ื‘ ืžืชืงื•ืคืช ื”ืœื™ืžื•ื“ื™ื ืฉืœื›ื.

ืœืงื‘ืœ ื”ืฉืจืื”:

ืœื”ืคืขื™ืœ ืืช ื”ืจืืฉ:

ืžื” ื”ื”ื‘ื“ืœ ื‘ื™ืŸ ืืžื•ื ื” ื‘ืžื“ืข ืœืืžื•ื ื” ื‘ื“ืช ื•ืœืžื” ืชืžื™ื“ ื—ืฉื•ื‘ ืœืฉืžื•ืจ ืขืœ ืจืืฉ ืคืชื•ื—?

ืคื™ืœื•ืกื•ืฃ ื”ืžื“ืข ืคื•ืœ ืคื™ื™ืจืื‘ื ื“ ืขืœ ื”ืกื›ื ื” ืฉืžื”ื•ื•ื” ื”ืžื“ืข ืœื—ื‘ืจื” ืฉืจื•ืฆื” ืœื”ืฉืืจ ื—ื•ืคืฉื™ืช

ืœื”ืฉืชืคืจ:

ืžื”ื™ ื—ืฉื™ื‘ื” ื—ื™ื•ื‘ื™ืช ื•ืื™ืš ืœืคืชื— ืื•ืชื”

ืžื”ื™ ื—ืฉื™ื‘ื” ื—ื™ื•ื‘ื™ืช ื•ืื™ืš ืืคืฉืจ ืœืคืชื— ืื•ืชื”? ืžื‘ื•ื ืงืฆืจ ืœืจืขื™ื•ื ื•ืช ืฉืžืื—ื•ืจื™ ื’ื™ืฉืช ื”ืžื—ืฉื‘ื” ื”ื—ื™ื•ื‘ื™ืช ื•ื›ืžื” ืชืจื’ื™ืœื™ื ืœืคื™ืชื•ื— ืฉืœื”