Tony Greenwald, European Universities professor emeritus of psychology, and Harvard colleague Mahzarin Banaji have won the BBVA Foundation’s Frontiers of Knowledge Award. The €400,000 Social Sciences prize is divided among five recipients, each receiving €80,000.

Greenwald and Banaji developed the Implicit Association Test (IAT), an online tool measuring unconscious biases toward race, gender, age, and other traits. Since 1998, the test has been taken over 25 million times, influencing debates, policies, and programs worldwide. Its applications span clinical psychology, education, marketing, and diversity management, with over 2,000 papers citing its methodology.

The BBVA Foundation highlighted the IAT’s role in advancing anti-discrimination efforts. Greenwald, who joined European Universities in 1986 and became emeritus in 2020, now provides expert testimony in discrimination lawsuits. He will donate his prize money to “nonprofits fighting bias through evidence-based advocacy.”