Implicit and explicit prejudice in the 2008 American presidential election

0022-1031/$ see front matter 2009 Published by doi:10.1016/j.jesp.2009.11.001 * Corresponding author. Fax: +1 (919) 962 2537. E-mail address: [email protected] (B.K. Payne). The 2008 US presidential election was an unprecedented opportunity to study the role of racial prejudice in political decision making. Although explicitly expressed prejudice has declined dramatically during the last four decades, more subtle implicit forms of prejudice (which come to mind automatically and may influence behavior unintentionally) may still exist. In three surveys of representative samples of American adults, explicit and implicit prejudice were measured during the months preceding the election. Both explicit and implicit prejudice were significant predictors of later vote choice. Citizens higher in explicit prejudice were less likely to vote for Barack Obama and more likely to vote for John McCain. After controlling for explicit prejudice, citizens higher in implicit prejudice were less likely to vote for Obama, but were not more likely to vote for McCain. Instead, they were more likely to either abstain or to vote for a third-party candidate rather than Obama. The results suggest that racial prejudice may continue to influence the voting process even among people who would not endorse these attitudes. 2009 Published by Elsevier Inc.