Implicit volition and stereotype control

Goals are mental representations that vary in accessibility and operate within goal systems. The implicit nature of goal activation and pursuit is shown here to make goals effective not merely at overturning the influence of an activated stereotype on how people respond to members of stereotyped groups, but effective at implicitly controlling the activation of stereotypes in the first place. In a set of experiments examining chronic egalitarian goals, faces and names of members of stereotyped groups presented as target stimuli led to the inhibition of stereotypes, as well as to the heightened accessibility of egalitarian goals. A separate set of experiments illustrate a similar ability of individuals to control stereotype activation when egalitarian goals are temporarily triggered within a context, rather than being chronically held. Goals that require one to inhibit stereotypic associations to a target can lead to the intended, yet implicit, control of stereotype activation, even when one is not aware the goal is active or being pursued or being regulated.