The impact of value-directed remembering on the own-race bias.

Learners demonstrate superior recognition of faces of their own race or ethnicity, compared to faces of other races or ethnicities; a finding termed the own-race bias. Accounts of the own-race bias differ on whether the effect reflects acquired expertise with own-race faces or enhanced motivation to individuate own-race faces. Learners have previously been motivated to demonstrate increased recall for highly important items through a value-based paradigm, in which item importance is designated using high (vs. low) point values. Learners receive point values by correctly recalling the corresponding items at test, and are given the goal of achieving a high total point score. In two experiments we examined whether a value-based paradigm can motivate learners to differentiate between other-race faces, reducing or eliminating the own-race bias. In Experiment 1, participants studied own- and other-race faces paired with high or low point values. High point values (12-point) indicated that face was highly important to learn, whereas low point values (1-point) indicated that face was less important to learn. Participants demonstrated increased recognition for high-value own-race (but not other-race) faces, suggesting that motivation alone is not enough to reduce the own-race bias. In Experiment 2, we examined whether participants could use value to enhance recognition when permitted to self-pace their study. Recognition did not differ between high-value own- and other-race faces, reducing the own-race bias. Such data suggest that motivation can influence the own-race bias when participants can control encoding.