Automatic and controlled processes in stereotype priming

The experiments in this article were conducted to observe the automatic activation of gender stereotypes and to assess theoretically specified conditions under which such stereotype priming may be moderated. Across 4 experiments, 3 patterns of data were observed: (a)evidence of stereotype priming under baseline conditions of intention and high cognitive constraints, (b) significant reduction of stereotype priming when a counterstereotype intention was formed even though cognitive constraints were high, and (c) complete reversal of stereotype priming when a counterstereotype intention was formed and cognitive constraints were low. These data support proposals that stereotypes may be automatically activated as well as proposals that perceivers can control and even eliminate such effects.