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Marketing professor Clayton Critcher, UC Berkeley’s Haas School of Business, studies the perception of successful African-Americans in the U.S.

His new study in the Journal of Personality and Social Psychology (March 2014) found that White Americans make “automatic inferences” about African-Americans. Specifically, his research shows that positive examples of African-American success stories such as Barack Obama or Maya Angelou, prompt White Americans to think less successful African-Americans simply need to apply more effort to achieve their own success.See the paper.

Critcher's expertise includes judgment and decision making, self and social insight, consumer experience and preferences, and moral reasoning.