Priming us and them: automatic assimilation and contrast in group attitudes

Social judgment theory holds that a person's own attitudes function as reference points, influencing the perception of others' attitudes. The authors argue that attitudes themselves are influenced by reference points, namely, the presumed attitudes of others. Whereas exposure to a group that acts as a contextual reference should cause attitude assimilation, exposure to a group that acts as a comparative reference should cause attitude contrast. In Study 1, participants subliminally primed with their political ingroup or outgroup endorsed more extreme political positions than did controls. Study 2 demonstrated that prime types known to uniquely facilitate assimilation and contrast enhanced the polarization effect in the ingroup and outgroup conditions, respectively. Study 3 established an important boundary condition for whether group salience produces attitude assimilation or contrast by showing that perceived closeness to the elderly moderates the direction and strength of the group priming effect. The results suggest that the transition from assimilation to contrast occurs when a group ceases to function as a context and becomes a comparison point. Implications for social judgment theory, assimilation and contrast research, and conflict escalation are discussed.