Persuading the Implicit Mind: Changing Negative Implicit Evaluations With an 8-Minute Podcast

Implicit evaluations can be malleable via reinterpretation of previously encountered evidence. Here, we report three studies (N = 1,007) investigating the robustness of this updating modality using ecologically realistic materials. Participants were first introduced to a target who killed an endangered black rhino in Namibia. They then listened to a real podcast providing counterattitudinal information on the benefits of trophy hunting. The podcast resulted in considerable revisions of initially negative implicit evaluations toward positivity, consistently across implicit measures (affect misattribution procedures vs. implicit association test), samples (American students vs. nonstudents from various countries), study settings (lab vs. online), and the presence versus absence of a memory retrieval manipulation prompting reflection on participants' views on trophy hunting. Taken together, these findings suggest that reinterpretation can shift implicit evaluations of even highly negative targets, including under conditions of external validity.