Beliefs about characteristics, attributes, + behaviors of members of certain groups: help process information during social interaction, not negative on their own, become negative when used to underestimate people. Operating when an individual attributes an older person"s failure in memory seen in a young adult: when assessing cause, older adults felt failure was due to difficulty, younger adults felt it was lack of trying/attention. When more individualized information is given + social setting is considered, people base social judgments on more than negative trait-based stereotypes. They become over-learned + are spontaneously activated when we encounter member(s) of stereotyped group. John bargh + colleagues showed if you subliminally prime young people with images of the elderly, they will be influenced by an age- related behavior/manner. Individuals categorize photographs of faces by deciding as fast as possible if the photo was of a young/older person. If negative stereotype is present, person will be slower during repeat of test.