The dynamic time course of stereotype activation: activation, dissipation, and resurrection.
Stereotypes activated upon initial exposure to a stereotyped individual may dissipate as the exposure continues. Participants observing a videotaped interview with a Black person showed activation of the stereotype of Black people following 15 s of observation but not following 12 min of observation. However, the discovery of a disagreement with the stereotyped individual may bring the dissipated stereotype back to mind. Participants who discovered, at the end of a 12-min videotaped interview with a Black person, that this person disagreed with them about the verdict in a court case showed activation of the stereotype of Black people, whereas participants who discovered instead that the Black person agreed with them did not. Participants who disagreed with a Black person also applied the Black stereotype to him, but this stereotype application was detected only on an implicit measure of application, not on an explicit measure.
Kunda
Ziva
Z
Department of Psychology, University of Waterloo, Ontario, Canada. zkunda@watarts.uwaterloo.ca
Davies
Paul G
PG
Adams
Barbara D
BD
Spencer
Steven J
SJ
D001741:Black or African American; D000704:Analysis of Variance; D003071:Cognition; D005260:Female; D006801:Humans; D008297:Male; D011939:Mental Recall; D009042:Motivation; D009864:Ontario; D012938:Social Perception; D013240:Stereotyping; D013997:Time Factors; D014743:Videotape Recording; D044465:White People / Q000523:psychology*