Disentangling Gender-Based Attitudes from Sexuality-Based Attitude: The Person-Based Approach to Measuring Implicit Attitudes Toward Gay Men and Lesbian Women

Abstract

ABSTRACT In this paper, we present the person-based approach to measuring implicit attitudes toward gay men and lesbian women—this approach uses face stimuli rather than traditionally used symbols, and creates salient social categories through contextual variation techniques. Across 5 experiments using the Go/No Go Association Task (n = 364), we present evidence that the person-based approach can disentangle implicit gender-based attitudes from implicit sexuality-based attitudes, that these attitudes vary as a function of participant gender and sexuality, and that they are different to attitudes elicited by typically used stimuli. We demonstrate that implicit person-based gender attitudes toward straight and gay people are similar and are consistent with the literature (i.e. attitudes toward [lesbian] women are more positive than attitudes toward [gay] men). However, we reveal a reversed pattern of findings for person-based implicit sexuality attitudes (i.e. attitudes toward gay men are more positive than attitudes toward lesbian women). These findings suggest that the person-based approach uniquely captures nuanced implicit attitudes toward gay men and lesbians, raising important questions regarding previous findings.