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Updated: Aug 11, 2026

Post-Movie Subliminal Measurement (PMSM), for Investigating Implicit Social Bias
Published on: February 29, 2020
Gender and orientation stereotypes bias source-monitoring attributions
Richard L Marsh1, Gabriel I Cook, Jason L Hicks
1Department of Psychology, University of Georgia, Athens, GA 30602-3013, USA. rlmarsh@uga.edu
Abstract:
Four experiments were conducted to determine whether gender stereotypes influence source-monitoring decision processes. Statements that were consistent with a male were more often correctly attributed to a male source and less frequently correctly attributed to a female. The reverse was true for items traditionally associated with a female. Both of these biases were reversed if participants believed the speaker was either a gay male or a lesbian female. These effects persisted under divided attention during test, suggesting that they are caused by automatic influences. But these biases were partially attenuated when participants first considered the detrimental impact of stereotypes. Because these biases were absent for gender-neutral statements, the results from this study show that the content of a memory can influence judgements about the context in which something was learned. The authors argue that the data are most consistent with a heuristic, early selection process that can be influenced by a conscious, late correction process (e.g., Jacoby, Kelly, & McElree, 1999).
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