Evaluating Implicit Sentiments for Sinners and Sins: A Cross-cultural Investigation

Jay Wenger, Kennedy Bota and Peter Odera

International Journal of Psychological Studies, 2012, vol. 4, issue 2, 19

Abstract: A pencil-and-paper version of the Implicit Association Test was used to evaluate the fluency with whichparticipants could categorize sinful person and sinful behavior concepts with negative and positive words. Theresearch was conducted in Kenya and the United States. Results indicated that participants from both countrieswere faster when they combined sinful person and sinful behavior concepts with negative words than when theycombined sinful person and sinful behavior concepts with positive words. Thus participants from both countriesmanifested negative implicit sentiment for sinful person and sinful behavior concepts. However, the implicitnegativity manifested by Kenyan participants exceeded that of U.S. participants. The research has implicationsfor cultural differences between Kenya and the United States. It also has implications for cognitive theories thatdescribe how implicit sentiments for sinful persons might be represented within an underlying network ofcognitive associations.

Date: 2012
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