Effect of social category priming on personal attitudes.

In four studies, we examined the spontaneous activation of specific attitudes related to social categories. These studies investigated whether priming participants with concepts associated with the elderly and skinheads influenced participants' attitudes. The results consistently demonstrated that priming a social category can influence people's attitudes such that they become more similar to those of people in the primed category. After participants were primed with the elderly category, their attitudes became more conservative; after participants were primed with the skinhead category, their attitudes became more prejudiced. We also found that these effects can occur without awareness and intention and are specific to the participants' own attitudes. The theoretical and practical implications of these findings are considered.