Personality and Social Sciences Category and stereotype activation revisited

In Study 1 ( N = 230), we found that the participants’ explicit prejudice was not related to their knowledge of cultural stereotypes of immigrants in Sweden, and that they associated the social category immigrants with the same national/ethnic categories. In Study 2 ( N = 88), employing the category and stereotype words obtained in Study 1 as primes, we examined whether participants with varying degrees of explicit prejudice differed in their automatic stereotyping and implicit prejudice when primed with category or stereotypical words. In accord with our hypothesis, and contrary to previous findings, the results showed that people’s explicit prejudice did not affect their automatic stereotyping and implicit prejudice, neither in the category nor stereotype priming condition. Study 3 ( N = 62), employing category priming using facial photographs of Swedes and immigrants as primes, showed that participants’ implicit prejudice was not moderated by their explicit prejudice. The outcome is discussed in relation to the distinction between category and stereotype priming and in terms of the associative strength between a social category and its related stereotypes.