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The March Lab explores the intricacies of human cognition, focusing on the interplay between automatic and controlled processes that shape perception, evaluation, and behavior. Our work centers on the Dual Implicit Process (DIP) Model, which proposes two functionally distinct and sequential automatic evaluative processes. The first process is a rapid, evolutionarily adaptive mechanism for detecting threats to survival, while the second evaluates stimuli across the spectrum of positive to negative valence. By disentangling these processes, we aim to better understand their roles in phenomena such as responses to other people, phobias, addiction, and other
significant behaviors. This nuanced approach challenges traditional dual-process models, offering a clearer lens through which to examine automatic and controlled contributions to human decision-making.
Our research program also emphasizes methodological innovation to advance the study of unconscious cognition. We developed CFS-VR, a groundbreaking software that leverages continuous flash suppression in virtual reality, allowing researchers to present stimuli subliminally for extended periods while minimizing conscious interference. This tool has broadened our capacity to investigate implicit threat detection, evaluative conditioning, and mere exposure effects. Beyond theoretical contributions, the lab applies its insights to pressing societal issues, including legal and civic consequences, police-civilian interactions, group processing, and mental health interventions. Through rigorous experimentation and interdisciplinary collaboration, we strive to uncover the fundamental mechanisms that drive automatic evaluation and their implications for individual and collective well-being.