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Self Control in Society, Mind, and Brain$
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Ran Hassin, Kevin Ochsner, and Yaacov Trope

Print publication date: 2010

Print ISBN-13: 9780195391381

Published to Oxford Scholarship Online: May 2010

DOI: 10.1093/acprof:oso/9780195391381.001.0001

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Implicit Control of Stereotype Activation

Implicit Control of Stereotype Activation

(p.354) CHAPTER 19 Implicit Control of Stereotype Activation
Self Control in Society, Mind, and Brain

Gordon B. Moskowitz

Peizhong Li

Oxford University Press

Control typically is conceived of as a set of conscious responses to an activated goal and the subsequent attempts at goal pursuit. Control includes the self-regulatory steps one initiates by conscious willing to address a selected goal and to allow one to pursue that goal. However, these attempts to compensate for a desired end state that is not yet achieved are not limited to conscious acts of deliberation, planning, and the resulting behavior. Implicit cognition plays an important role in preparing the individual to act, in allowing the individual both to detect goal-relevant stimuli in the environment and to process goal-relevant stimuli in a fashion that will facilitate goal achievement and shield one from distractions that could potentially derail attempts at self-control. Such automatic thought includes processes of spreading activation and inhibition as well as attentional selectivity. Evidence in support of such automatic processes of self-control is provided from the domain of stereotype control and the preconscious cognitive operations that result when one attempts to regulate the goal to be egalitarian and non-stereotypic in one's dealings with others.

Keywords:   automaticity, egalitarian goals, goal activation (priming), goal inhibition, goal shielding, implicit goal, stereotype activation, stereotype control, stereotype inhibition, temporary goals

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