The Language of Implicit Preferences

Abstract

Are attitudes affected by the language in which they are expressed? In particular, do individual preferences shift to accord with the cultural values embedded in a given language? To examine these questions, two experiments tested bilingual participants, administering the same test of implicit attitudes in two languages. In both studies, participants manifested attitudes that favored social categories associated with the test language, e.g. more pro-Moroccan attitudes when tested in Arabic as compared with French (Study 1) and more pro-Spanish attitudes when tested in Spanish as compared with English (Study 2). The effects of language on elicited preference were large (mean d>.7), providing evidence that preferences are not merely transmitted through language but also shaped by it.