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During the past years, evidence has accumulated to suggest that even those who endorse egalitarian views unwittingly make stereotypical associations and show implicit prejudice, which determines how they evaluate and respond to others. Growing knowledge of these effects has led members of the general public and practitioners to conclude that prejudice is to some extent inevitable, as it is seen to rely on “automatic” and “uncontrollable” associations that affect the way we think about others. In this contribution, we review a recent program of research revealing that even implicit bias can be reduced by activating people’s motivation to be moral. We also present evidence from brain potentials showing how neurocognitive processes are adapted to achieve this. We explain how these insights can benefit members of the general public and practitioners who hope to prevent that judgments about others are affected by implicit bias.

Reducing implicit bias: How moral motivation helps people refrain from making “automatic” prejudiced associations.