A Tale of Two Cues: The Impact of Subliminal and Implicit Appeals for Racialized Issue Opinion
36 Pages Posted: 21 Apr 2011 Last revised: 26 Aug 2011
Date Written: April 1, 2011
While the bulk of the implicit priming literature relies on the use of imagery to prime stereotypical considerations, rhetorical cues have also been shown to prime stereotypes subconsciously, either through the use of carefully crafted, racially charged rhetoric and experimentally through the use of subliminal cues. These priming cues have not however been tested against one another, as a means of determining which has the greatest influence activating stereotypical considerations and subsequently influencing opinion. Using a 2x2, between-subjects design (with control), I test the degree to which varied stereotypical appeals influence opinion on a series of issues. The evidence from two experiments suggests that the effects of racial primes are moderated by both subjects’ accessibility of racial stereotypes as well as their racial background, providing fertile ground for future research in racial priming.
Keywords: priming, stereotypes, opinion
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