Evidence of negative implicit attitudes toward individuals with a tattoo near the face

Abstract

Three studies examined if people express negative implicit attitudes toward individuals with a tattoo near the face. In Study 1, participants who completed an Implicit Association Test (IAT) expressed moderately negative implicit attitudes toward individuals with a tribal tattoo on one side of the neck. Study 2 replicated Study 1 when the tattoo was symmetrical, suggesting that negative affect, and not processing fluency, underlies the implicit negative evaluation of individuals with a tribal tattoo near the face. Study 3 showed dissociation between explicit and implicit attitudes toward individuals with a tribal tattoo near the face, and that the negative implicit evaluation was attenuated if the tattoo image was an objectively positive symbol. The implications for displaying a tattoo near the face are discussed.