Recently, a variety of studies has documented that group attitudes and stereotypes may be activated spontaneously from memory, without the perceiver's intent, merely triggered by exposure to a relevant stimulus cue in the environment (e.g., Bargh, Chen, & Burrows, 1996; Devine, 1989; Fazio, Jackson, Dunton, & Williams, 1995). Such automatic activation occurs fast, within a few hundred milliseconds after stimulus exposure. It requires only very limited cognitive resources and is not controllable by the perceiver. In fact, the perceiver often remains unaware of the activation and its subsequent influences on judgment and behavior. Traditionally, it is assumed that the particular memory contents activated as a result of automatic processes are relatively fixed. Presumably, the same, identical memory contents will be activated reflexively upon the mere presence of features diagnostic of a given social group (e.g., skin color, gender features, etc.). In this talk, I argue that this is not necessarily so, and that instead the specific content of group attitudes and stereotypes can vary substantially across situations -- even under automatic processing conditions.