Prejudice: a negative attitude toward members of a group, which is often very strongly held: perceiver prejudges the gargets, positive and negative prejudice exists, attitude. Stereotype: individuals" beliefs that members of a group share particular attributes target: positive and negative stereotypes exist, prejudice and discrimination today. Blatant and overt discrimination is declining in canada but it still exists: discrimination=illegal, equal access=mandatory policy, social norms censure prejudice, making ppl less likely to express ve feelings. Implicit attitudes: individuals" automatic and often unconscious evaluations of a: some people have negative implicit attitudes towards disadvantaged groups nut are not consciously aware of these negative automatic responses. Dovidio and gaertner study: 2 samples of white americans 1989 and 1999: measure blatant prejudice: agreement w/ statements (i. e. i would mind it if a. When qualifications were strong/weak,@ both time periods recommended him whether white or black/ did not recommend him whether white or black.