Preconscious control of stereotype activation through chronic egalitarian goals

This research shows stereotype activation is controlled by chronic egalitar ian goals. In the first 2 studies it was found that the stereotype of women is equally available to individuals with and without chronic goals, and th e discriminant validity of the concept of egalitarian goals was established . In the next 2 experiments, differences in stereotype activation as a func tion of this individual difference were found. In Study 3, participants rea d attributes following stereotypical primes. Facilitated response times to stereotypical attributes were found for nonchronics but not for chronics. T his lack of facilitation occurred at stimulus onset asynchronies (SOAs) whe re effortful correction processes could not operate, demonstrating preconsc ious control of stereotype activation due to chronic goals. In Study 4, inh ibition of the stereotype was found at an SOA where effortful processes of stereotype suppression could not operate. The data reveal that goals are ac tivated and used preconsciously to prevent stereotype activation, demonstra ting both the controllability of stereotype activation and the implicit rol e of goals in cognitive control.