Not all automatic associations are created equal: How implicit normative evaluations are distinct from implicit attitudes and uniquely predict meaningful behavior

Abstract

We propose a new construct (implicit normative evaluations) that purports to measure automatic associations about societal evaluations. We develop a new measure of this construct based on a modification of the Implicit Association Test (IAT) and describe how it is related to but not redundant with implicit attitudes and explicit normative evaluations. Study 1 provided evidence that implicit normative evaluations and implicit attitudes uniquely predicted evaluations measured by the traditional IAT. Study 2 demonstrated that Asian-Canadian immigrants' implicit normative evaluations toward older people became more negative the longer they were in Canada. Study 3 found that engineering students' (both men and women) implicit normative evaluations toward female engineers became more negative as they were exposed to engineering and that for women these negative normative evaluations predicted their intention to drop out of engineering. Study 4 demonstrated that implicit normative evaluations predicted the speed at which participants decide to “shoot” an African Canadian target on a shooter bias task (Correll, Park, Judd, & Wittenbrink, 2002). Finally, in Study 5, an experimental manipulation of an audience's reaction to racist jokes targeting people from the Middle East affected implicit normative evaluations about this group and that these implicit normative evaluations in turn affected discrimination. The implications of these results for the importance of social influence and culture in shaping thoughts and behavior are discussed.