Implicit race bias revisited: On the utility of task context in assessing implicit attitude strength

Decades of research have shown that many people harbor implicit attitudes that are positive toward Whites relative to Blacks. With some notable exceptions, these findings are almost always obtained using implicit attitude tasks that assess attitudes toward Whites and Black simultaneously. This makes it difficult to determine whether implicit race bias effects are the result of strong liking for Whites, dislike for Blacks, or both. The present article reports results from a study in which participants' automatic bias towards Blacks and Whites is assessed across multiple evaluative contexts. Results show consistent negative automatic attitudes towards Blacks, but there was considerable variability in participants' attitudes toward Whites. Consistent with the idea that strong attitudes are less contextually sensitive than weaker attitudes (e.g. Krosnick, 1988), it is concluded that participants harbor strong automatic bias against Blacks, but not strong favoritism for Whites. Implications for a context-centered approach to implicit attitude measurement are discussed.