Perceived importance of cross-race targets facilitates recall: Support for a motivated account of face memory

Abstract

The cross-race effect (CRE) is the tendency to remember same-race (SR) faces better than cross-race (CR) faces. While there has been debate about the causes of the CRE, recent perspectives suggest that a lack of motivation to remember CR faces causes this effect. We provide direct support for this model across two studies manipulating the perceived importance of target faces. In Study 1 participants were outcome-dependent on a Black or White research partner. When participants were dependent on a Black partner compared with a White partner, the CRE was reduced through an increase in Black face recognition. In Study 2 we used a novel procedure to increase the perceptual size of target faces. According to conceptual metaphor theory, targets that appear subjectively large will be perceived as more important. We found that the CRE was eliminated when CR faces appeared larger than SR faces.