Automatic Activation of Stereotypes: The Role of Self-Image Threat

Does self-image threatening feedback make perceivers more likely to activate stereotypes when confronted by members of a minority group? Participants in Study 1 saw an Asian American or European American woman for several minutes, and participants in Studies 2 and 3 were exposed to drawings of an African American or European American male face for fractions of a second. These experiments found no evidence of automatic stereotype activation when perceivers were cognitively busy and when they had not received negative feedback. When perceivers had received negative feedback, however, evidence of stereotype activation emerged even when perceivers were cognitively busy. The theoretical implications of these results for stereotype activation and the relationship of motivation, affect, and cognition are discussed.