Impressions at the intersection of ambiguous and obvious social categories: Does gay + Black = likable?

How do perceivers combine information about perceptually obvious categories (e.g., Black) with information about perceptually ambiguous categories (e.g., gay) during impression formation? Given that gay stereotypes are activated automatically, we predicted that positive gay stereotypes confer evaluative benefits to Black gay targets, even when perceivers are unaware of targets' sexual orientations. Participants in Study 1 rated faces of White straight men as more likable than White gay men, but rated Black men in the opposite manner: gays were liked more than straights. In Study 2, participants approaching Whites during an approach–avoidance task responded faster to straights than gays, whereas participants approaching Blacks responded faster to gays than straights. These findings highlight the striking extent to which less visible categories, like sexual orientation, subtly influence person perception and determine the explicit and implicit evaluations individuals form about others.

Research highlights► Ambiguous categories influence the effects of obvious categories on first impressions. ► Race-based evaluations of faces differed by targets' undisclosed sexual orientations. ► White straight men were liked more than White gay men. ► We observed opposite reactions to Black men: gays were liked more than straights. ► Sexual orientation shapes explicit and implicit evaluations of White and Black faces.