Negativity and outgroup biases in attitude formation and transfer.

In an initial experiment, the behavior of one person had a stronger influence on implicit evaluations of another person from the same group when (a) the attitude was negative rather than positive and (b) the people were outgroup members rather than ingroup members. Explicitly, participants resisted these attitude transfer effects. In a second experiment, negative information formed less negative explicit attitudes when the target was Black than when the target was White, and participants were more vigilant not to transfer that negative attitude to a new Black person. Implicit attitudes, however, transferred to both Black and White targets. Positive information formed stronger positive explicit attitudes when the target was Black than when the target was White, and that evaluation transferred to another Black person both implicitly and explicitly. Even when deliberately resisting outgroup negativity in attitude formation and transfer, people appear unable to avoid it implicitly.