When “Just Say No” is not enough: Affirmation versus negation training and the reduction of automatic stereotype activation

Previous research has shown that extended training in non-stereotypic responding (i.e., negating stereotypes and affirming counterstereotypes) can reduce automatic stereotype activation. In the present research, we claim that the effects of non-stereotypic association training on automatic stereotype activation are primarily driven by the affirmation of counterstereotypes rather than by the negation of stereotypes. In two experiments, participants received extensive training in either (a) negating stereotype-congruent information or (b) affirming stereotype-incongruent information, and then completed a measure of automatic stereotyping (Experiment 1) or automatic evaluation (Experiment 2). Consistent with our predictions, only training in the affirmation of counterstereotypes led to a reduction in the activation of stereotypes and negative evaluations. In contrast, extended training in the negation of stereotypes enhanced rather than reduced the activation of stereotypes and negative evaluations. Implications for prejudice and stereotype control are discussed.