Essential components of the identity for the most adults are family and work whose relationship is attracting attention to research because of changes that occur in gender roles. Changes in the structure of work and family are the result of economic changes and developments that require a non-traditional family structure which is more flexible and adaptable to change. Society, therefore, wants to remove the stereotypical division of gender roles of men as carers and women as housewives. Removing the stereotype allows more flexible selection of identifications with the desired social roles, but at the same time presents a danger for roles conflicts. Previous research in Croatia that focuses on the verification and the existence of conflicts of work and family roles used exclusively explicit measures of self-assessment. This research focused on the use of implicit measuring of attitudes in social cognition. Specifically, the aim of this study was to conduct experimental research of the implicit test association (GNAT) to examine the differences between men and women in the perception of work and family roles and to establish the possible existence of work and family conflict on the basis in depletion in working memory. For this purpose, the measure of implicit attitudes and sensitivity to GNAT was used, a digit span test was used to examine a cognitive capacity, and an explicit measure of conflicts of work and family roles constructed by Netemeyer, Boles and McMurrin (1996), and validated by Šimunić, Proroković and Ivanov (2014). Women have generally shown greater sensitivity to the role of family roles, while men did not show greater sensitivity to the work role. Considering the gender of the participants, differences in the experience of work and family roles as conflict were not found either explicitly or implicitly.