Contrast from social stereotypes in automatic behavior

The activation of social stereotypes can influence behavior outside of conscious awareness. It has been argued that while priming social stereotypes leads to behavioral assimilation, priming exemplars leads to behavioral contrast. Extending this theorizing, we argue that the activation of social stereotypes can also result in automatic behavioral contrast if a comparison of the self to the stereotyped group is provoked. This hypothesis is tested with speed and intellectual performance as behavioral measures. In a first study, we show that categorizing perceived others as outgroup members leads to behavioral contrast from their stereotype. The second study shows that subliminally priming the self during the activation of a stereotype to which the self does not belong leads to automatic behavioral contrast from the stereotype. These findings reverse previously found assimilation effects of social stereotype priming. Social comparison processes are discussed as a possible mediator of the results.