PS2001 Psychology Practical

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PS2001Psychology Practical

• Explicit and Implicit StereotypesDo we know
  what we measure?
• Dr. Gug Calvini

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Some Implicit measures

• Bogus Pipeline technique (indirect)
• Bona Fide Pipeline technique
• Fazio, Jackson, Dunton Williams (1995)
• Implicit Association Test (IAT)
• Greenwald, McGhee Schwartz (1998)
• Affective priming paradigms
• Wittenbrink, Park Judd (1997)
• Fazio (2001)

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Assumption

• If two concepts are associated, then thinking
  about one should lead to think about the other
• Seeing one makes us faster to respond to the other

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• Prejudceif Teacher is associated with
  negative, then seeing a Teacher should make you
  think about negative things (e.g. boring,
  pompous, evil, etc.)
• Stereotypeif Student is associated with
  laziness, then seeing a student should make you
  faster to respond to lazy-related information
  (e.g. pub, TV, messy flat)

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The Bona Fide Pipeline

• Do implicit stereotypes prejudice predict
  behaviour? - (associations)
• Fazio, Jackson, Dunton Williams (1995)

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The Bona Fide Pipeline

• Two measures of prejudice
• Explicit attitudes towards African-Americans
  (MRS)
• Implicit attitudes towards African-Americans
• Judgments
• Rodney King verdict, LA riots responsibility
  (conscious judgment)
• Behaviour
• Interaction with Black confederate (unconscious
  behaviour)

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Implicit Attitude Measure

• If Black is associated with negative, then
  being shown a Black face should make you faster
  to respond to negative adjectives

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Implicit Attitude Measure

• Participants primed with a face (Black or
  White), then presented with a word (positive or
  negative)
• Test Time to identify good vs. bad words when
  preceded by Black vs. White face (Reaction Times)
• Implicit prejudice faster to identify
  negative words after Black faces
• Baseline time taken to identify words as good or
  bad with no face

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scab
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flower
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Facilitation by exposure to faces(Whites)
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Fazio, Jackson, Dunton Williams (1995)
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Predicting Judgments Behaviour

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The Bona Fide Pipeline

• Implicit measure scores predicted
• Behaviour towards Black experimenter
• Explicit measure (questionnaire) not predictive
• Substantial variation across Whites
• Some scored very negative towards Blacks, others
  quite positive (level of prejudice)

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The Bona Fide Pipeline

• Behaviour towards out-groups depends on
• Implicit prejudice
• Explicit prejudice
• Motivation to control prejudice

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Implicit Prejudice
Explicit beliefs
Motivation?
Ability?
Implicit beliefs
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Implicit Association Test (IAT)

• Investigates strength of association between 2
  concepts (categories, dimensions)
• Greenwald, McGhee Schwartz (1998)
• Dimension A can be consistent or inconsistent
  with dimension B
• If A B are inconsistent, people should be
  slower to associate them together

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Example

• POSITIVE vs. NEGATIVE
• Love
• Abuse
• Peace
• Crash
• Freedom
• Murder
• Health
• Filth

• TEACHER vs. STUDENT
• Beer
• Lecture
• TV
• Science
• Top-up fees
• Geek
• LUSHradio
• Conference

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POSITIVE NEGATIVE
PEACE
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POSITIVE NEGATIVE
ABUSE
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TEACHER STUDENT
GEEK
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TEACHER STUDENT
LUSHRADIO
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TEACHER STUDENTPOSITIVE NEGATIVE
GEEK
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STUDENT TEACHERPOSITIVE NEGATIVE
GEEK
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Implicit Association Test

• Incompatible 1st
• Positive vs. Negative
• Insect vs. Flower
• Positive/Insect vs. Negative/Flower
• Flower vs. Insect
• Positive/Flower vs. Negative/Insect

• Compatible 1st
• Positive vs. Negative
• Flower vs. Insect
• Positive/Flower vs. Negative/Insect
• Insect vs. Flower
• Positive/Insect vs. Negative/Flower

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Implicit Association Test

• Incompatible 1st
• Positive vs. Negative
• Teacher vs. Student
• Positive/Teacher vs. Negative/Student
• Student vs. Teacher
• Positive/Student vs. Negative/Teacher

• Compatible 1st
• Positive vs. Negative
• Student vs. Teacher
• Positive/Student vs. Negative/Teacher
• Teacher vs. Student
• Positive/Teacher vs. Negative/Student

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Typical IAT Effect
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IAT Effects

• Automatic preferences (evaluative associations)
• Age
• Race/Ethnicity
• Political leaders
• Sexual orientation
• Religion
• Weight
• Disabilities

• Automatic beliefs (stereotypic associations)
• Gender science
• Gender career-orientation
• Race weapons

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Affective Priming

• Priming increased ability to respond to a
  stimulus after seeing a related stimulus
  (facilitation)
• e.g., see BIRD, faster to respond to ROBIN
• Affective Priming facilitation to respond to a
  stimulus after seeing an evaluatively related
  stimulus
• e.g., see VOMIT, faster to respond to SCAB (and
  slower to respond to FLOWER)

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Affective Priming Prejudice

• If one has a negative attitude towards Group X,
  exposure to Group X should facilitate responses
  to negative stimuli
• Perdue, Gurtman, Dovidio Tyler (1990)
• Primed with Us or Them
• Judge words as positive or negative (e.g.,
  sunshine, warfare)
• ?US facilitated positive responses, THEM
  facilitated negative responses

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Priming Racial Prejudice

• Wittenbrink, Judd Park (1997)
• Affective priming paradigm as implicit prejudice
  measure
• Primes racial category labels BLACK and WHITE
• Targets positive negative stereotypic traits
  of African-Americans White Americans

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Priming Racial Prejudice
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References

• Fazio, R. H. (2001). On the automatic activation
  of associated evaluations An overview. Cognition
  and Emotion, 15, 115-141.
• Fazio, R. H. , Jackson, J. R., Dunton, B. C.,
  Williams, C. J. (1995). Variability in automatic
  activation as an unobstrusive measure of racial
  attitudes A bona fide pipeline? Journal of
  Personality and Social Psychology, 69, 1013-1027.
• Greenwald, A. G., McGhee, D. E., Schwartz, J. L.
  K. (1998). Measuring individual differences in
  implicit cognition The implicit association
  test. Journal of Personality and Social
  Psychology, 74, 1464-1480.
• Perdue, C. W., Gurtman, M. B.,(1990). Evidence of
  the automaticity of ageism. Journal of
  Experimental Social Psychology, 26, 199-216.
• Perdue, C. W., Dovidio, J. F., Gurtman, M. B.,
  Tyler, R. B. (1990). Us and Them Social
  categorization and the process of intergroup
  bias. Journal of Personality and Social
  Psychology, 59, 475-486.
• Wittenbrink, B., Judd, C. M., Park, B. (1997).
  Evidence for racial prejudice at the implicit
  level and its relationship with questionnaire
  measures. Journal of Personality and Social
  Psychology, 72, 262-274.