Cognitive causes of ‘like me’ race and gender biases in human language production

Natural language contains and communicates social biases, often reflecting attitudes, prejudices and stereotypes. Here we provide evidence for a novel psychological pathway for the expression of such biases, in which they arise as a consequence of the automatized mechanisms by which humans retrieve words to produce sentences. Four experiments show that, when describing events, speakers tend to mention people who are more like them first and, thus, tend to highlight the perspectives of their own social groups. This ‘like me’ effect was seen in speakers from multiple demographic groups, in both English and Chinese speakers and in both first- and second-language English speakers. Psycholinguistic manipulations pinpoint that the bias is caused by greater accessibility in memory of words that refer to in-group than out-group members. These data provide a new cognitive explanation for why people produce biased language and highlight how detailed cognitive theories can have social implications. Brough et al. find that speakers exhibit a ‘like me’ bias, mentioning people who are more like them first and thus highlighting the perspectives of their own social groups.