“We know that what’s accessible in our minds can exert an influence on judgment and behavior simply because it’s there, it’s floating on the surface of consciousness,” said Jamie Arndt, a psychologist at the University of Missouri.

Image Credit... Scott Menchin

The empirical evidence of this influence has been piling up in recent years, as Dr. Wegner documents in the new paper. In the lab, psychologists have people try to banish a thought from their minds  of a white bear, for example  and find that the thought keeps returning, about once a minute. Likewise, people trying not to think of a specific word continually blurt it out during rapid-fire word-association tests.

The same “ironic errors,” as Dr. Wegner calls them, are just easy to evoke in the real world. Golfers instructed to avoid a specific mistake, like overshooting, do it more often when under pressure, studies find. Soccer players told to shoot a penalty kick anywhere but at a certain spot of the net, like the lower right corner, look at that spot more often than any other.

Efforts to be politically correct can be particularly treacherous. In one study, researchers at Northwestern and Lehigh Universities had 73 students read a vignette about a fictional peer, Donald, a black male. The students saw a picture of him and read a narrative about his visit to a mall with a friend.

In the crowded parking lot, Donald would not park in a handicap space, even though he was driving his grandmother’s car, which had a pass, but he did butt in front of another driver to snag a nonhandicap space. He snubbed a person collecting money for a heart fund, while his friend contributed some change. And so on. The story purposely portrayed the protagonist in an ambiguous way.

The researchers had about half the students try to suppress bad stereotypes of black males as they read and, later, judged Donald’s character on measures like honesty, hostility and laziness. These students rated Donald as significantly more hostile  but also more honest  than did students who were not trying to suppress stereotypes.

In short, the attempt to banish biased thoughts worked, to some extent. But the study also provided “a strong demonstration that stereotype suppression leads stereotypes to become hyperaccessible,” the authors concluded.