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16 - The Bias of Crowds: Rethinking Implicit Bias in Social Context

from Section IV - Improving Measurement and Theorizing About Implicit Bias

Published online by Cambridge University Press:  21 December 2024

By
Kristjen B. Lundberg  and
B. Keith Payne
Edited by
Jon A. Krosnick ,
Tobias H. Stark  and
Amanda L. Scott
Jon A. Krosnick
Affiliation:
Stanford University, California
Tobias H. Stark
Affiliation:
Utrecht University, The Netherlands
Amanda L. Scott
Affiliation:
The Strategy Team, Columbus, Ohio
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Summary

Implicit bias has always been understood as an individual attitude that is rooted in one’s social environment. However, in practice, the field has focused more heavily on the individual attitude, to the neglect of the social environment. In this chapter, we describe an alternative view of implicit bias – the Bias of Crowds model – that reinterprets implicit bias as a feature of social contexts more than persons. In doing so, we argue that, akin to the “wisdom of crowds” effect, implicit bias may emerge as the aggregate effect of individual fluctuations in concept accessibility that are transitory and context-dependent. We also explain how this novel interpretation of implicit bias resolves long-standing concerns regarding the temporal instability and weak predictive validity of implicit attitudes measures. Finally, we review direct empirical tests of the model and its predictions and consider future avenues for research, as well as theoretical and practical implications.

Keywords

implicit biasBias of Crowdsprejudicesystemic racismimplicit measures
Type
Chapter
Information
The Cambridge Handbook of Implicit Bias and Racism , pp. 456 - 471
Publisher: Cambridge University Press
Print publication year: 2025

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