Automatic Activation of Age Stereotypes : Is Attention to Category Information Sufficient for Stereotype Priming?

The current study investigated category-based activation of stereotypes when processing of the category primes is mandatory. In three high-powered pre-registered experiments (total n = 211), we compared responses to age-stereotypic traits (e.g., lonely) after presenting matching versus mismatching category primes (old vs. young faces) of which the age information had to be remembered. Experiments varied in stimulus-onset asynchronies (SOA; 250 ms vs. 500 ms) and in the inclusion of neutral conditions of prime and target factors. Consistently across all experiments, no facilitation of matching category primes was observed, indicating that category information alone does not facilitate processing of matching stereotypes even if it is attended. The theoretical and practical implications for activation and representation of stereotypes are discussed.