Unconscious Gender Bias in Fame Judgments?

In two experiments the conditions of, and the processes leading to, gender biases in fame judgments were investigated. In Experiment 1, the gender bias was not reduced in a condition that alerted participants to the gender of the names. In Experiment 2, participants' sex-role orientation, but not their gender, was related to the gender bias. The process dissociation procedure was used in both experiments in an attempt to separate conscious and unconscious memory processes contributing to the gender bias. Using L. L. Jacoby's (1991) original measurement model there appeared to be evidence for unconscious influences on the gender bias in fame judgments. Unfortunately, this evidence disappeared when a model was used that takes guessing and, hence, response biases into account, which confirms that measurement models that ignore response biases in the process dissociation procedure may lead to erroneous conclusions.