Self-Concept Consistency Fosters Resistance to Prime-Induced Attitude Shifts

Christian Wheeler, Stanford University, USA
Kenneth G. DeMarree, Texas Tech University, USA
Kimberly R. Morrison, Ohio State University, USA
Richard Petty, Ohio State University, USA
The activation of both ingroup (Steele and Ambady 2006) and outgroup (Kawakami, Dovidio, and Dijksterhuis 2003) stereotypes can affect the attitudes that people report. Specifically, following the activation of stereotypes, people report more stereotypical attitudes (e.g., racist attitudes following a skinhead stereotype prime). In the present research, we extend these effects by showing that the extent of attitude shifts is moderated by structural consistency within the self-concept. Those who have the most consistent self-concept representations related to the prime are those who show the most resistance to priming effects on attitude reports.
[ to cite ]:
Christian Wheeler, Kenneth G. DeMarree, Kimberly R. Morrison, and Richard Petty (2010) ,"Self-Concept Consistency Fosters Resistance to Prime-Induced Attitude Shifts", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 170-173 .