This study explores the impact of “schema non-congruent” content on reading speed that has been found in relation to non-stereotypical gender roles. The goal of the present study is to assess if this effect translates to material that violates the “heterosexual norm”. Further, the present study explores whether the impact can be minimized by providing context prior to the exposure of sentences. Data indicated that the impact of sexuality was dependent on the gender of the main character and whether participants had been primed with context or not. Regardless of the time taken to read sentences, accuracy of material was recalled at a constant rate. In conclusion, the activation of “heterosexuality” does seem to be an automatic process such as the activation of gender.
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