<p>Implicit bias involves unintentionally disadvantaging persons in virtue of their membership of a certain social group. It is not completely clear, however, why agents sometimes are conscious of unintentionally discriminating, while in other scenarios they are not. Typically, this is explained in terms of characteristics of the individual agent, for example whether they are motivated or have the cognitive resources to reflect on their initial evaluation. In the paper, I argue that we need to consider characteristics of the decision-making situation as well, and not just the time an agent has for making up their mind. In certain contexts, I argue, agents are more prone to unintentionally discriminate without realizing it, because they take their decision to be fair, i.e., not based on facts that involve disadvantaging a member of a certain social group. Moreover, the context makes it so that agents are less likely to receive feedback that they made a mistake. I explain this in terms of (1) misattribution: the agent attributing their evaluation to the wrong source and (2) rationalization: the agent being able to rationalize their decision as non-discriminatory.&#xa0;</p>