The gatekeeper: Individual differences are key in the chain from perception to behavior

A basic assumption in mainstream social cognition is that the path from perception to behaviour is often automatic and direct, as supported for example by several experimental studies showing that priming can lead directly to a congruent behaviour without any need of conscious awareness of the process. However, we argue that the priming of a goal or an object activates individual differences in automatic evaluations at the associative level that in turn are the key predictors of action (gatekeeper model). A study (n = 90) on the American stereotype is presented to support the model. The results show that individual differences of the American stereotype as assessed with the IAT predicts a relevant action (essay evaluation) but only under condition of priming. Broader implications for predictive validity of implicit measures are also discussed. Copyright © 2007 John Wiley & Sons, Ltd.