Revisiting the Obama Effect: Exposure to Obama reduces implicit prejudice

The present research experimentally evaluated whether exposure to Barack Obama, a positive counter-stereotypic exemplar, can result in a decrease in implicit anti-Black prejudice among non-Black participants. In order to undo any existing influence of exposure to Obama, we first exposed some participants to negative Black exemplars. Participants were assigned to one of three conditions where they were exposed subtly to negative Black exemplars, to negative Black exemplars and then Obama, or to neutral Xʹs (i.e., control). Participants who were only primed with negative Black exemplars showed more implicit negativity toward Black people compared to the control group. Participants exposed to the same negative Black exemplars and then Obama showed a decrease in implicit racial bias levels compared to those in the negative exemplar only condition, providing experimental evidence that exposure to Obama can decrease implicit racial bias levels. These findings indicate that even subtle exposure to a positive, counter-stereotypic exemplar can reduce implicit prejudice.