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Related Experiment Videos

Contextual variations in implicit evaluation.

Jason P Mitchell1, Brian A Nosek, Mahzarin R Banaji

  • 1Department of Psychology, Harvard University, Cambridge, Massachusetts 02138, USA. jmitchel@wjh.harvard.edu

Journal of Experimental Psychology. General
|September 19, 2003
PubMed
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Automatic attitudes change based on social context, like focusing on race or gender. People cannot predict these shifts in their automatic evaluations, which are flexible and context-dependent.

Area of Science:

  • Social Psychology
  • Cognitive Psychology

Background:

  • Automatic attitudes are rapid, unconscious evaluations.
  • Previous research has not fully explored how context influences these attitudes.

Purpose of the Study:

  • To investigate contextual variations in automatic attitudes.
  • To determine if perceivers are aware of these contextual influences.

Main Methods:

  • Utilized two measures of automatic attitudes.
  • Manipulated social categorization and category distinctiveness as contextual cues.
  • Employed overt categorization and subtle contextual cues across five experiments.

Main Results:

  • Evaluative responses varied qualitatively based on the aspect of social group membership (e.g., race, gender) that perceivers focused on.

Related Experiment Videos

  • Contextual variations were observed with both overt and subtle manipulations.
  • Participants could not predict these context-dependent shifts in their automatic attitudes.

    • Conclusions:

    • Automatic attitudes are dynamic, online constructions.
    • These attitudes are flexible and adapt to the immediate social context.
    • Automatic attitudes operate outside conscious awareness and control.