What’s Black and White and Black Or White?: The Effects of Category Assignment on the Evaluation of and Memory for Multi-raced Faces |
University of Colorado
2007
85 pages
ISBN: 9780549508632
Eve C. Willadsen-Jensen
A thesis submitted to the Faculty of the Graduate School of the University of Colorado in partial fulfillment of the requirement for the degree of Doctor of Philosophy Department of Psychology
This paper examines the effect of social categorization, from the initial category assignment to perceiver evaluations and memory, on a racially ambiguous target. In a series of 3 studies, racial categorization at the initial stage of person perception was manipulated by providing a race cue prior to viewing racially-ambiguous faces. The studies demonstrated that categorization of an ambiguous target lead to differences in the initial processing of the face as well as evaluation and memory. Racially ambiguous faces were evaluated in a manner consistent with the race cue. In Studies 1 and 2, racially ambiguous faces cued with the word “Black” primed more biased responses than racially ambiguous faces cued with the word “White”. This difference was reflected in participants’ event-related potentials (Study 2) with larger initial attention to faces primed by “Black” followed by a shift in attention to faces primed by “White”. This pattern was for both ambiguous and unambiguous faces. The pattern continued into memory effects (Study 3) with better memory for “White” than “Black” cued faces. These results demonstrate how initial category assignment during early face processing affects the entire person perception process.
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