- Types of automatically activated prejudice: assessing possessor- versus other-relevant valence in the evaluative priming task
- Social Cognition
- Volume | Issue number
- 29 | 2
- Pages (from-to)
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Psychology Research Institute (PsyRes)
Four studies are presented that examined the automatic activation of valence toward different social groups using an evaluative priming paradigm. In the first two studies, pictures of Turks and Germans (Study 1) and old and young persons (Study 2) were used as primes; positive and negative adjectives
conveying either other-relevant valence or possessor-relevant valence were used as targets in an evaluation task. Results revealed that automatically activated prejudices can be differentiated according to their type of relative negativity: Whereas picture primes of Turks conveyed relative negativity of the other-relevant type, picture primes of older persons conveyed relative negativity of the possessor-relevant type. Study 3, using picture primes of homeless persons (versus students) demonstrated that automatically activated prejudice toward homeless people convey both types of negativity. Finally, Study 4 provided support that these results were not due to the activation of stereotypes. These studies provide evidence that prejudice in terms of automatic evaluations of social stimuli can be more fine-grained beyond a mere uni-dimensional positive-negative differentiation.
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