Strategies for Mitigating Unconscious Bias

Key Insight

Addressing unconscious discrimination poses a unique challenge because it operates outside of conscious awareness, making it resistant to simple legal changes or deliberate intent. However, individuals are not helpless against these first impressions. Bob Golomb, a highly successful car salesman, exemplifies a strategy for effectively countering such biases. Despite his talent for 'thin-slicing' customer needs quickly, he strictly adheres to the rule of never prejudging based on appearance, considering it 'the kiss of death.' Golomb treats every customer equally, understanding that outward appearances—like a farmer in dirty coveralls or a teenager—do not reliably indicate their purchasing power or intent, and he prioritizes the principle of 'Take care of the customer.'

Golomb actively fights the 'Warren Harding error' by consciously filtering out impressions solely based on physical appearance from his rapid judgments. He recognizes that customers who seem 'unlikely' can be 'all cashed up' or return with decision-makers, as in the case of a teenager bringing back parents. By consistently quoting everyone the same fair price, Golomb sacrifices immediate high profit margins on individual sales for the benefits of volume and a reputation for fairness. This approach has led to widespread positive word-of-mouth, with up to a third of his business coming from customer referrals, demonstrating that intentionally overcoming unconscious bias can be a highly effective and profitable business strategy.

To truly alter deeply ingrained first impressions and biases, a conscious effort to change one's environment and experiences is necessary. While direct attempts to influence IAT scores through sheer willpower are ineffective, studies show that exposure to positive images or narratives about minority figures, such as Martin Luther King or Nelson Mandela, can temporarily shift immediate associations. To foster genuine positive associations with minority groups and overcome biases, it requires more than just a commitment to equality; individuals must actively integrate regular, comfortable exposure to minorities and their cultures into their lives. This active management and control of the experiences that shape our rapid cognition are essential steps in mitigating the powerful, often detrimental, impact of unconscious first impressions.