Prejudice: your feeling toward minorities or prejudice groups. Discrimination: behaviour or readiness of action against prejudice or stereotyped group. Prejudice is a negative attitude toward a socially defined group and toward any person perceived to be a member of that group (ashmore, 1970, p. 253). Survey studies: rely on verbal report, prejudice is declining. Covert measure studies: don"t ask what people think, look at their behaviour instead, rely on non-verbal and indirect measure. Don"t usually look at someone in the eyes when you"re with someone of an out-group rather than in-group. Tend to have more speech error when interacting with people we have negative attitudes towards. Tend to stand further apart when interacting with people we have negative attitudes towards. Tests the conscious or subconscious attitudes we have toward any other group. Something is negative, and we have learned to associate that in our mind. Things that are well-learned, your reaction is much faster.