SEEING ONE THING AND DOING ANOTHER - CONTRAST EFFECTS IN AUTOMATIC BEHAVIOR

Research on automatic behavior demonstrates the ability of stereotypes to elicit stereotype-consistent behavior. Social judgment research pr oposes that whereas traits and stereotypes elicit assimilation, primin g of exemplars can elicit judgmental contrast by evoking social compar isons. This research extends these findings by showing that priming ex emplars can elicit behavioral contrast by evoking a social comparison. In Study 1, priming professor or supermodel stereotypes led, respecti vely, to more and fewer correct answers on a knowledge test (behaviora l assimilation), but priming exemplars of these categories led to the reverse pattern (behavioral contrast). In Study 2, participants walked away faster after being primed with an elderly exemplar. In Study 3, the proposition that contrast effects reflect comparisons of the self with the exemplar was supported.