Egalitarian goals trigger stereotype inhibition: A proactive form of stereotype control

Stereotype activation is often described as beyond control, unable to be prevented by willing it or engaging the self-regulatory system. Four experiments illustrate that this initial stage of the stereotyping process is controllable. Stereotypes are shown to be implicitly inhibited as part of a goal shielding process. In each experiment, egalitarian goals are triggered through a task in which participants contemplate a past failure at being egalitarian to African American men. This is followed in each experiment by a task that measures stereotype activation/inhibition using reaction times to words (either control words or stereotype-relevant words) that follow the presentation of either faces of Black or White men. The first two experiments examine participants with egalitarian goals versus those with a control goal, whereas the last two experiments examine people with egalitarian goals versus those whose egalitarian strivings have been satisfied (by contemplating success at being egalitarian). Only participants with egalitarian goals exhibit stereotype inhibition, and this occurs despite the fact that they lack awareness of the inhibition and lack the conscious intent to inhibit stereotypes at the time the response is made. (C) 2010 Elsevier Inc. All rights reserved.