Don't stereotype, think different! Overcoming automatic stereotype activation by mindset priming

Automatic stereotype activation can be overcome intentionally and after an extensive training. However, intentions have to be tailored to a certain social category. It is hypothesized that activating the mindset "think different" by priming creativity prevents stereotypes and associations in general from becoming automatically activated. In two experiments a creative, a thoughtful or no mindset was activated. Afterwards, the activation of associations was measured using a lexical decision task with semantic priming. As predicted, the automatic activation of stereotypes (Study 1) and other associations (Study 2) was found in the control conditions but not in a creative mindset. These results suggest that people possess a mindset that allows for overcoming automatic stereotype activation without being tailored to a specific category. (c) 2004 Elsevier Inc. All rights reserved.