As Large language models (LLMs) become increasingly integrated into our lives, their inherent social biases remain a pressing concern. Detecting and evaluating these biases can be challenging because they are often implicit rather than explicit in nature, so developing evaluation methods that assess the implicit knowledge representations of LLMs is essential. We present a novel word association network methodology for evaluating implicit biases in LLMs based on simulating semantic priming within LLM-generated word association networks. Our prompt-based approach taps into the implicit relational structures encoded in LLMs, providing both quantitative and qualitative assessments of bias. Unlike most prompt-based evaluation methods, our method enables direct comparisons between various LLMs and humans, providing a valuable point of reference and offering new insights into the alignment of LLMs with human cognition. To demonstrate the utility of our methodology, we apply it to both humans and several widely used LLMs to investigate social biases related to gender, religion, ethnicity, sexual orientation, and political party. Our results reveal both convergences and divergences between LLM and human biases, providing new perspectives on the potential risks of using LLMs. Our methodology contributes to a systematic, scalable, and generalizable framework for evaluating and comparing biases across multiple LLMs and humans, advancing the goal of transparent and socially responsible language technologies.

Free associations have been extensively used in cognitive psychology and linguistics for studying how conceptual knowledge is organized. Recently, the potential of applying a similar approach for investigating the knowledge encoded in LLMs has emerged, specifically as a method for investigating LLM biases. However, the absence of large-scale LLM-generated free association norms that are comparable with human-generated norms is an obstacle to this new research direction. To address this limitation, we create a new dataset of LLM-generated free association norms modeled after the "Small World of Words" (SWOW) human-generated norms consisting of approximately 12,000 cue words. We prompt three LLMs, namely Mistral, Llama3, and Haiku, with the same cues as those in the SWOW norms to generate three novel comparable datasets, the "LLM World of Words" (LWOW). Using both SWOW and LWOW norms, we construct cognitive network models of semantic memory that represent the conceptual knowledge possessed by humans and LLMs. We demonstrate how these datasets can be used for investigating implicit biases in humans and LLMs, such as the harmful gender stereotypes that are prevalent both in society and LLM outputs.