Using an Implicit Association Test, Catalina Toma, a UW-Madison assistant professor of communication arts, evaluated Facebook users' self-esteem after they spent time viewing their profiles. Toma decided to use the Implicit Association Test as the possibility of faking is almost negligible.
The test pointed out that just five minutes of examining their Facebook profiles helped boost self-esteem.
"If you have high self-esteem, then you can very quickly associate words related to yourself with positive evaluations but have a difficult time associating words related to yourself with negative evaluations," Toma says. "But if you have low self-esteem, the opposite is true."
"Our culture places great value on having high self-esteem. For this reason, people typically inflate their level of self-esteem in self-report questionnaires," she says. "The Implicit Association Test removes this bias."