ABSTRACT: Two experiments examined whether exposure to pictures of admired and disliked exemplars can reduce automatic preference for White over Black Americans and youth over the elderly. In Experiment 1 participants were either exposed to admired Black and disliked White individuals, disliked Black and admired White individuals, or non-racial exemplars. Immediately after exemplar exposure and 24 hours later, they completed an Implicit Association Test that assessed automatic racial attitudes and two explicit attitude measures. Results revealed that exposure to admired Black and disliked White exemplars significantly weakened automatic pro-White attitudes for 24 hours beyond the treatment but did not affect explicit racial attitudes. Experiment 2 provided a replication using automatic age-related attitudes. Together these studies provide a strategy that attempts to change the social context, and through it, to reduce automatic prejudice and preference.