Reaction in action: intergroup contrast in automatic behavior.

Whereas previous research has shown automatic behavior conforming to outgroup stereotypes, the authors demonstrate automatic behavioral contrast away from a stereotype/trait associated with an outgroup (Study 1 and 2) and point to the importance of an "us-them" intergroup comparison in this process. In Study 1, participants colored pictures more messily when neatness was associated with an outgroup rather than the ingroup. In Study 2, using a different behavior, participants primed with busy business people reacted faster than controls (assimilation) but became slower when their student ingroup identity was activated (contrast). Subliminally priming an "us-them" intergroup comparison set undermined the accessibility of outgroup stereotypic words (Study 3), especially for those higher in prejudice (Study 4). This suggests that people automatically distance themselves from outgroup attributes when intergroup antagonism is cued or chronic. Implications for the role of self and comparison processes in automatic behavior are discussed.