Measuring and changing implicit social cognition

1. Measuring and changing implicit social cognition Frank Siebler

2. Overview • What is "implicit social cognition"? • Recent and planned applications

3. Introduction Perception Theoretical background Explicit cognition Behavior Implicit cognition

4. Introduction Theoretical background • Explicit cognition: "Cognition that we are aware of"- conscious operation- self-report possible- direct measurement (e.g., questionnaire) • Implicit cognition: "Cognition that we are not aware of"- pre-conscious operation- self-report not possible- indirect measurement (e.g., response times)

5. Introduction Theoretical background • Let me illustrate this with an example ... • ... introducing a measure of implicit cognition at the same time ... • ... here: ingroup attitudes (Norwegians' attitude towards Norwegians)

6. Introduction PLEASANT or NORWEGIAN Press "D" if ... Press "K" if ... UNPLEASANT

7. Introduction PLEASANT or NORWEGIAN Press "D" if ... Press "K" if ... UNPLEASANT Words shown here, e.g.: " Frida " " Evil " " Halvor " " Love " ...

8. Introduction PLEASANT New instructions Press "D" if ... Press "K" if ... UNPLEASANT or NORWEGIAN

9. Introduction ~90% correct in both conditions ~175 ms faster for "Norw. or Pleasant" Data from: Trine Bekkmo & Linda Amundsen (2008, BA thesis)

10. Introduction Perception Explicit cognition Behavior Implicit cognition

11. Introduction Perception Explicit cognition: rule application IF pleasant word OR Norwegian name THEN press "D" IFunpleasant word OR Norwegian name THEN press "K" Explicit cognition Behavior Implicit cognition

12. Introduction Perception IF pleasant word OR Norwegian name THEN press "D" IFunpleasant word OR Norwegian name THEN press "K" Explicit cognition Implicit cognition: spreading activation Love Halvor Frida Evil Behavior Norwegian Pleasant Unpleasant

13. Introduction Perception IF pleasant word OR Norwegian name THEN press "D" IFunpleasant word OR Norwegian name THEN press "K" Explicit cognition 175 ms response time difference due to this link Love Halvor Frida Evil Behavior Norwegian Pleasant Unpleasant

14. Introduction Why is the distinction important? • Explicit cognition and implicit cognition differ w.r.t.:- the kinds of behaviors they predict (implicit cognition predicts spontaneous and unreflected behavior)- the environmental stimuli they respond to (implicit cognition is sensitive to unattended and subliminal stimuli)- the details of learning and information processing (e.g., implicit cognition does not understand negations)- etc.

15. Introduction My research plan • Measure the strength of associations (to predict behavior better) • Change the strength of associations (to change behavior) • Investigate interaction of explicit and implicit cognition

16. Research plan Measurement, previous work • Measures of explicit vs. implicit evaluation often differ • Example: the "education effect" (higher education => less prejudice) • MA thesis Mikael Sømhovd: asked attitudes towards immigrants ...- both explicitly (questionnaire) and implicitly (response times)- from construction workers and academics

17. Research plan positive Self-reported attitude towards immigrants negative Workers Academics Explicit attitude: education effect present Figure 1 from: Mikael Sømhovd (2009, MA thesis)

18. Research plan "Norwegian" Response facilitation for "Pleasant or ..." "Immigrant" Workers Academics Implicit attitude: education effect absent Figure 2 from: Mikael Sømhovd (2009, MA thesis)

19. Research plan Measurement, ongoing and future work • Application to- health-related behavior (PhD project Hildegunn Nordtug)- consumer choice (PhD project Kjærsti Thorsteinsen)- intergroup attitudes (various BA projects) • Focus on- incremental prediction of behavior (over and above questionnaire)- refinement of measurement instruments

20. Research plan Change, previous work • Explicit and implicit cognition operate differently • Example: First impressions (MA thesis Laila Martinussen) • Step 1: Repeated learning of information, e.g."Anne is hungry.""Hansen is rich.""If someone is hungry and rich, she is a career woman."[ among many others; all in random order ] • Step 2: Intuitive ratings, e.g."Is Anne Hansen a career woman?"

21. Research plan Simulation result Computer simulation of implicit cognition:More practice (in Step 1) => reversal(in Step 2)

22. Research plan Simulation result Laboratory result Laboratory:Reversal observed

23. Research plan Change, ongoing and future work • Currently using "laboratory stereotypes"- stereotype creation (semesteroppgave Leif-Ole Haagensen)- long-term stability of change (upcoming PhD project, N. N.) • Focus on unattended information- subliminal stimulus presentation- effortless learning and processing

24. Research plan Interaction of explicit and implicit cognition, future wrk. • Application to- work-like settings (VERDIKT proposal) • Focus on- effectiveness (does subliminal presentation "work" in the context of a demanding foreground task?)- interference (does subliminal presentation "disturb" the foreground task?)- methods for non-psychologists (engineers) to measure both

25. Summary My research plan, review • Measure the strength of associations (to predict behavior better) • Change the strength of associations (to change behavior) • Investigate interaction of explicit and implicit cognition