Positive And Negative Ethnic Prejudices

How do Americans really feel about people from different ethnicities?  While Americans remain frequently reluctant to discuss ethnic stereotypes explicit, a recent survey found that respondents’ subconscious reactions found that prejudices persist, but that positive prejudices outweighed negative prejudices.

For marketers, this survey raises questions about how much we trust consumers’ rational responses in surveys and focus groups.  Increasingly marketers will need to understand how consumers think about an issue or brand on a sub-conscious level.  The video below looks at one example, the stroop test, to measure implicit, or sub-conscious, attitudes.