THE WARREN HARDING ERROR

1
THE WARREN HARDING ERROR

• Why we fall for tall, dark, handsome men

2
He looks presidential
-Golfer, drinker, womanizer -Thoroughly
mediocre -Vague and ambivalent on policy .But,
Damn, did he look good!
Roman-looking, bearing, stature, masculine, warm,
all-american
3
The Dark Side Of Thin-Slicing

• The error of powerful association with appearance
• Ex Florida, grey, wrinkles, bingoold
• Must dig below the surface

4
Blink in Black and White

• Implicit Association Test fast to do if the
  catagories are consistent with your unconscious
  associations

Female or Family
Male or Career
400-600ms
600-900ms
Male or Family
Female or Career
Lisa, Marr, Laundry, Entrepreneur, John,
Merchant, Bob, Capitalist, Holly, Joan, Home,
Corporation, siblings, Peggy, Kitchen, Housework,
parents
5
Now try it with Race

• It doesnt reflect your conscious attitudes or
  thoughts, but your unconscious associations
• We dont choose them, we gain them through
  exposure
• Do we make positive associations with the
  dominant group?
• Tall white men earn more money, status
• Prophecy-fulfillment in interview situatinos
  based on body language

6
Taking care of the customer

• Bob Golomb, a successful salesman because he
  doesnt miss opportunities for sales by turning
  off customers based on first impressions
• Overcomes the Warren Harding error
• Use thin-slicing to adapt approach

7
Spotting the sucker

• 18 WM, 7 WW, 8BW, 5BM go to buy cars
• College educated and well-dressed
• Pick the lowest priced car, and bargain
• Quote prices in order of BM, BW, WW, WM
• Whos the lay-down? Pick based on most obviously
  visible race and sexand wont edit their
  assumptions like W.H.

8
Think about Dr. King

• We are not slaves to our unconscious!
• Expose yourself often to things that challenge
  your assumptions
• Looking at pictures of MLK, Nelson Mandela, or
  Colin Powell and the IAT is easier. (Track and
  field and olympics)
• Expose yourself do that when you interact with a
  minority, you arent betrayed by hesitation and
  discomfort

9
QUESTIONS

• What are some neural substrates for
  association-forming in cognition?
• Will the dominant group always be associated
  subliminally with good?
• How do we thin-slice societal attitudes?
• What are the implications of this in terms of
  population genetics and social interaction
  structures?