Person:

Banaji, Mahzarin

We experience the world serially rather than simultaneously. A century of research on human and nonhuman animals has suggested that the first experience in a series of two or more is cognitively privileged. We report three experiments designed to test the effect of first position on implicit preference and choice using targets that range from individual humans and social groups to consumer goods. Experiment 1 demonstrated an implicit preference to buy goods from the first salesperson encountered and to join teams encountered first, even when the difference in encounter is mere seconds. In Experiment 2 the first of two consumer items presented in quick succession was more likely to be chosen. In Experiment 3 an alternative hypothesis that first position merely accentuates the valence of options was ruled out by demonstrating that first position enhances preference for the first even when it is evaluatively negative in meaning (a criminal). Together, these experiments demonstrate a “first is best” effect and we offer possible interpretations based on evolutionary mechanisms of this “bound” on rational behavior and suggest that automaticity of judgment may be a helpful principle in clarifying previous inconsistencies in the empirical record on the effects of order on preference and choice.

Using the Implicit Association Test (IAT), recent experiments have demonstrated a strong and automatic positive evaluation of White Americans and a relatively negative evaluation of African Americans. Interpretations of this finding as revealing pro-White attitudes rest critically on tests of alternative interpretations, the most obvious one being perceivers’ greater familiarity with stimuli representing White Americans. The reported experiment demonstrated that positive attributes were more strongly associated with White than Black Americans even when (a) pictures of equally unfamiliar Black and White individuals were used as stimuli and (b) differences in stimulus familiarity were statistically controlled. This experiment indicates that automatic race associations captured by the IAT are not compromised by stimulus familiarity, which in turn strengthens the conclusion that the IAT measures automatic evaluative associations.

Responses to information were facilitated by the rapid prior presentation of evaluatively congruent material. This fundamental discovery (R. H. Fazio, D. M. Sanbonmatsu, M. C. Powell, & F. R. Kardes, 1986) marked a breakthrough in research on automatic information processing by demonstrating that evaluative meaning is grasped without conscious control. Experiments employing a word naming task provided stringent tests of the automaticity of evaluation and found support for it. More strikingly, a previously unobserved reversal of these effects (i.e., slower responses to evaluatively matched rather than mismatched items) was found when primes were evaluatively extreme. Procedural variances across 6 experiments revealed that the reverse priming effect was highly robust. This discovery is analogous to demonstrations of contrast effects in controlled judgments. It is theorized that the reverse priming effect reflects an automatic correction for the biasing influence of the prime.

Although prior research suggests that fusiform gyrus represents the sex and race of faces, it remains unclear whether fusiform face area (FFA)–the portion of fusiform gyrus that is functionally-defined by its preferential response to faces–contains such representations. Here, we used functional magnetic resonance imaging to evaluate whether FFA represents faces by sex and race. Participants were scanned while they categorized the sex and race of unfamiliar Black men, Black women, White men, and White women. Multivariate pattern analysis revealed that multivoxel patterns in FFA–but not other face-selective brain regions, other category-selective brain regions, or early visual cortex–differentiated faces by sex and race. Specifically, patterns of voxel-based responses were more similar between individuals of the same sex than between men and women, and between individuals of the same race than between Black and White individuals. By showing that FFA represents the sex and race of faces, this research contributes to our emerging understanding of how the human brain perceives individuals from two fundamental social categories.