Abstract:
The present experiments were conducted to observe the automatic activation of gender stereotypes, and to assess theoretically specified conditions under which such stereotype priming may be moderated. Across four experiments, three patterns of data were observed, (a) evidence of stereotype priming under baseline conditions of intention and high cognitive constraints, (b) significant reduction of stereotype priming when a counter-stereotype intention was formed even though cognitive constraints were high, and (c) complete reversal of stereotype priming when a counter-stereotype intention was formed and cognitive constraints were low. These data support proposals that stereotypes may be automatically activated, as well as proposals that perceivers can control and even eliminate such effects.