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Changing deep-rooted implicit evaluation in the blink of an eye: negative verbal information shifts automatic liking of Gandhi

Changing deep-rooted implicit evaluation in the blink of an eye: negative verbal information shifts automatic liking of Gandhi

Van Dessel, Pieter, Ye, Yang ORCID: 0000-0001-7142-3869 and De Houwer, Jan (2018) Changing deep-rooted implicit evaluation in the blink of an eye: negative verbal information shifts automatic liking of Gandhi. Social Psychological and Personality Science, 10 (2). pp. 266-273. ISSN 1948-5506 (Print), 1948-5514 (Online) (doi:https://doi.org/10.1177/1948550617752064)

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Abstract

It is often assumed that, once established, spontaneous or implicit evaluations are resistant to immediate change. Recent research contradicts this theoretical stance, showing that a person’s implicit evaluations of an attitude object can be changed rapidly in the face of new counter-attitudinal information. Importantly, it remains unknown whether such changes can also occur for deep-rooted implicit evaluations of well-known attitude objects. We address this question by examining whether the acquisition of negative information changes implicit evaluations of a well-known positive historic figure: Mahatma Gandhi. We report three experiments showing rapid changes in implicit evaluations of Gandhi as measured with an Affect Misattribution Procedure and Evaluative Priming Task but not with an Implicit Association Test (IAT). These findings suggest that implicit evaluations based on deep-rooted representations are subjective to rapid changes in the face of expectancy-violating information, while pointing to limitations of the IAT for assessing such changes.

Item Type: Article
Uncontrolled Keywords: implicit evaluation, attitude change, counter-attitudinal information, IAT
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Faculty / Department / Research Group: Faculty of Education, Health & Human Sciences
Faculty of Education, Health & Human Sciences > Department of Psychology, Social Work & Counselling
Last Modified: 18 Oct 2019 09:40
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
URI: http://gala.gre.ac.uk/id/eprint/25111

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