When an ''Educated'' Black Man Becomes Lighter in the Mind's Eye: Evidence for a Skin Tone Memory

We offer novel evidence that a Black man appears lighter in the mind’s eye following a counter-stereotypic prime, a phenomenon we refer to as skin tone memory bias. In Experiment 1, participants were primed subliminally with the counterstereotypic word educated or with the stereotypic word ignorant, followed by the target stimulus of a Black man’s face. A recognition memory task for the target’s face and six lures (skin tone variations of ±25%, ±37%, and ±50%) revealed that participants primed with “educated” exhibited more memory errors with respect to lighter lures—misidentifying even the lightest lure as the target more often than counterparts primed with “ignorant.” This skin tone memory bias was replicated in Experiment 2. We situate these findings in theorizing on the mind’s striving for cognitive consistency. Black individuals who defy social stereotypes might not challenge social norms sufficiently but rather may be remembered as lighter, perpetuating status quo beliefs.