Past research suggests that members of devalued groups recognize their group is discriminated against. Do the implicit responses of members of these groups demonstrate the same pattern? I argue that they do not and that this is due to a motivated protection of members of devalued groups’ social identity. Study 1 demonstrates that, at an explicit level African-Canadians recognize that their group is discriminated against, but at an implicit level African-Canadians think that most people like their group to a greater extent than do European-Canadians. Study 2 replicates this implicit finding but demonstrates that devalued and majority groups do not have different implicit normative regard about a non-devalued group. Study 3 again replicates the implicit finding with Muslim participants while demonstrating that, when affirmed, this group difference disappears. Study 4 demonstrates that implicit normative regard can predict collective action over and above implicit attitudes and explicit normative regard. The implications for social identity theory and collective action are discussed.

Past research suggests that members of devalued groups recognize their group is discriminated against. Do the implicit responses of members of these groups demonstrate the same pattern? I argue that they do not and that this is due to a motivated protection of members of devalued groups’ social identity. Study 1 demonstrates that, at an explicit level African-Canadians recognize that their group is discriminated against, but at an implicit level African-Canadians think that most people like their group to a greater extent than do European-Canadians. Study 2 replicates this implicit finding but demonstrates that devalued and majority groups do not have different implicit normative regard about a non-devalued group. Study 3 again replicates the implicit finding with Muslim participants while demonstrating that, when affirmed, this group difference disappears. Study 4 demonstrates that implicit normative regard can predict collective action over and above implicit attitudes and explicit normative regard. The implications for social identity theory and collective action are discussed.