
Elections are weighing heavily on our minds. In three short months, America will see the race between Barack Obama and John McCain come to a head, while we in Britain will probably have a general election within the next few years. Some people, of course, will vote based on long-held loyalties to a specific political party, but many of us are more malleable in our choices. What affects the choices of these undecided voters?
People are given to viewing ourselves as rational beings and as such, we’d like to think that our choices are fuelled by objective and careful deliberation. So we pay attention to media coverage, we read up on policies and we listen to debates and only then, having gathered as much information as we can about the various options, do we make a choice. That’s how it plays out in our heads, but according to a new study, the reality may be quite different.
Silvia Galdi at the University of Padova, Italy, has found evidence that the final verdicts of undecided decision-makers are only weakly related to their conscious preferences and more strongly influenced by unconscious views and biases they aren’t aware of. In many cases, when people claim that they are undecided, they have secretly made up our minds, unbeknownst even to themselves.
For example, a British voter sitting on the fence might unconsciously be inclined to vote for David Cameron because they view Gordon Brown as dour, or oppositely because of a prejudice against the Tory party. Likewise, and more unfortunately, an American voter might side with John McCain because of unconscious racial prejudices against black people.
By their very nature, there unconscious associations aren’t easy to find, but psychologists have a tool for doing so – implicit association tests. Volunteers are shown a series of words or images and must classify them into one of two categories by pressing assigned keys. For example, they might have to distinguish good words (happy, joy) from bad words (anger, hate) and white faces from black faces. At first, the categories are presented separately and then in various combinations. So in one trial, you might be asked to press one key for good words and black faces and the other key for bad words and white faces.
The idea is that people perform the task more quickly and more accurately if the combinations of categories matches their unconscious associations between the two categories. So if people have a hidden prejudice against black people, they would be quicker at trials where black faces and bad words were represented by the same key, than those where black faces were twinned with good words. If you want to see these tests in action, Harvard have a large range online and I’d highly recommend having a go yourself.

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