Implicit versus explicit impression formation: The differing effects of overt labeling and covert priming on memory and impressions

Abstract

Past research on priming, expectancy, and incongruity effects has shown that exposure to trait concepts can have either assimilative or contrastive effects on subsequent memories and judgments. A theoretical integration of this research accounts for these effects in terms of implicit processes implicated by covert trait presentations and explicit processes implicated by overt trait presentations. In contrast to implicit processes, explicit ones involve a direct association between a trait and an actor, which the perceiver is aware of and actively evaluates. Two studies are reported that activated the concept of mental retardation through either a covert priming or an overt labeling manipulation or both. The results demonstrate that both implicit and explicit processes can occur within the same paradigm, and that they can have opposing influences on impressions and memories, as predicted. © 1993 by Academic Press, Inc.