Abstract

ROSARIO CASTILLO, Mayén  and  BEATRIZ MONTES, Berges. ¿Which Automatic Associations Prevail? Congruency and Reverse Priming Effects on Implicit Gender Stereotyping. Pensam. psicol. [online]. 2017, vol.15, n.1, pp.33-49. ISSN 1657-8961.  https://doi.org/10.11144/Javerianacali.PPSI15-1.AACR.

Objectives. This study aimed to test whether gender stereotypes remain automatically activated following cues related to gender, despite years of promoting equality, and how it could correspond with explicit measures. Method. Seventy undergraduates performed a sequential priming task, in which the gender categories were presented subliminally. Culturally specific gender stereotypes were used as targets. In addition, other significant variables related to gender (self-assignment of stereotypes, identity and ideology) were assessed explicitly. Results. At first, the results showed a non-priming effect, indicating no implicit gender stereotyping. However, a more detailed observation of the data revealed that participants could be differentiated according to the effects that appeared: the congruency and the reverse priming effects. Conclusion. While gender stereotypes were automatically activated in Group 1 (positive socres), implicit stereotype inhibition seemed to take place in Group 2 (negative scores). Egalitarian goal activation is assumed to explain the reverse effect. The activation of different contents from the same primes emphatically suggests that more effort is needed to develop strong egalitarian commitments. Results also support the potential dynamic of gender stereotypes, even at an implicit level.

Keywords : Gender; stereotypes; stereotype salience; implicit attitudes; gender equality; priming effects.

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