April 8 Prejudice II

April 8 Prejudice II - April 8 Prejudice II Dual Attitude...

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April 8 Prejudice II Dual Attitude Approach People have explicit (conscious) and implicit (automatic) attitudes toward social groups o Explicit attitudes measured with self-reports “paper and pencil” o Implicit attitudes measured with computer tasks (e.g., IAT) Response latencies and errors Widely used measure is Implicit Association Test (IAT) o When concepts associated, faster to respond (shorter response latency) o Uses speed of categorizing stimuli to test the strength of automatic associations o Implicit prejudice → strong White = good / Black = bad associations Implicit Association Test Evidence of “pro-White” bias when faster to responds when White paired with good and Black paired with bad relative to White/bad and Black/good Counterbalance order of trials in program to control for order effect o Sometimes begin with White/bad pairing Dual Attitude Approach Implicit attitudes tend to be dissociated from explicit attitudes o Often more negative than explicit attitudes Hard to control Implicit and explicit attitudes influence different responses o Explicit: overt bias, policy preferences o Implicit: nonverbal bias, split second decisions Implications of Implicit Prejudice Biases may have implications for split second decisions in the real world
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o Ex. Associating Black people with danger influences weapon identification Payne (2001) when primed with a Black face people are
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April 8 Prejudice II - April 8 Prejudice II Dual Attitude...

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