Priming identity in biracial observers affects speed of visual search for different race faces

Abstract

Priming an individual with one of his or her social identities has previously been shown to affect cognitive performance on math and word completion tasks. We examined whether or not priming racial identity would influence the ability to search for different race faces. In the present study, we employed, Black, White and Biracial (Black/White) participants. Biracial participants were primed with either their Black or White racial identity by being required to write an essay describing one of these racial identities. All groups performed a Black/White face visual search task for faces. Black faces were detected faster than White faces. The results also showed a racial prime effect in Biracial individuals such that the magnitude of the search asymmetry was significantly different depending on whether or not they were primed with their White or Black identity. These findings suggest that top-down factors such as one's racial identity can influence mechanisms underlying the visual search for different race faces.