A primary goal of prejudice and stereotyping research is to reduce intergroup disparities arising from various forms of bias. For the last thirty years, much, perhaps most, of this research has focused on implicit bias as the crucial construct of interest. There has been, however, considerable confusion and debate about what this construct is, how to measure it, whether it predicts behavior, how much it contributes to intergroup disparities, and what would signify successful intervention against it. We argue that this confusion arises in part because much work in this area has focused narrowly on the automatic processes of implicit bias without sufficient attention to other relevant psychological constructs and processes, such as people’s values, goals, knowledge, and self-regulation (Devine, 1989). We believe that basic research on implicit bias itself is important and can contribute to reducing intergroup disparities, but those potential contributions diminish if and when the research disregards controlled processes and the personal dilemma faced by sincerely nonprejudiced people who express bias unintentionally. We advocate a renewed focus on this personal dilemma as an important avenue for progress.