Places and faces: Geographic environment influences the ingroup memory advantage.

The preferential allocation of attention and memory to the ingroup (the ingroup memory advantage) is one of the most replicated effects in the psychological literature. But little is known about what factors may influence such effects. Here the authors investigated a potential influence: category salience as determined by the perceiver's geographic environment. They did so by studying the ingroup memory advantage in perceptually ambiguous groups for whom perceptual cues do not make group membership immediately salient. Individuals in an environment in which a particular group membership was salient (Mormon and non-Mormon men and women living in Salt Lake City, Utah) showed better memory for faces belonging to their ingroup in an incidental encoding paradigm. Majority group participants in an environment where this group membership was not salient (non-Mormon men and women in the northeastern United States), however, showed no ingroup memory advantage whereas minority group participants (Mormons) in the same environment did. But in the same environment, when differences in group membership were made accessible via an unobtrusive priming task, non-Mormons did show an ingroup memory advantage and Mormons' memory for ingroup members increased. Environmental context cues therefore influence the ingroup memory advantage for categories that are not intrinsically salient.