Courts are reluctant to allow attorneys to bring the issue of prejudic
e into the open at trial. Judges have barred attorneys who represent s
ocially marginalized clients from pointing out that their client comes
from a stereotyped group on the grounds that such references ''play t
o the prejudices of the jury.'' Although many legal commentators stres
s the need to reduce bias in legal proceedings, few commentators have
considered whether the colorblind formalism advocated by courts actual
ly helps legal decision makers avoid discrimination. This Article argu
es that colorblind formalism is counterproductive in reducing discrimi
nation, and it develops an empirically grounded framework for combatin
g unconscious discrimination. After demonstrating the shortcomings of
the ''unconscious racism'' model that has been the focus of much debat
e among legal commentators, the author draws on recent research in soc
ial and cognitive psychology to distinguish between stereotypes and pr
ejudice. The Article defines stereotypes as well-learned internal asso
ciations about social groups that are governed by automatic cognitive
processes. In contrast, prejudice consists of a set of conscious perso
nal beliefs. The author suggests that automatic negative responses to
stereotyped groups can be controlled by activating controlled cognitiv
e processes. Thus, through careful attention and conscious effort, a n
on-prejudiced person can suppress an ingrained stereotype. As a result
, the author concludes that references in court that challenge jurors
to reexamine and resist their automatic discriminatory tendencies may
actually enhance, rather than impede, the rationality and fairness of
legal proceedings.