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Abstract Prior research has supported some aspects of a theorized prejudice self-regulation model. We provide the first test of the full model-based process of bias regulation as it unfolds in real time. Event-related potentials (ERPs) were recorded from White undergraduates at two large American universities (N = 130; 40% female) during a racial stereotype priming task. Attention to Black male face primes, indexed by the P2 ERP, increased following self-regulation failures. In turn, within-person, trial-to-trial variability in attention to Black male faces predicted variability in bias expression. The latter effect was moderated by individual differences in internal motivation to respond without prejudice (IMS). Specifically, among lower-IMS individuals, trials in which Black faces elicited relatively larger P2 amplitudes (relative to an individual’s own average P2 amplitude) were associated with increased behavioral race bias. In contrast, and consistent with theory, among higher-IMS individuals trials in which Black faces elicited larger relative P2 amplitudes were associated with decreased bias. Findings provide direct evidence supporting the temporal sequencing of race-bias regulation and identify within-person variability in attention to race as a potential mechanism for determining when and in whom bias will be regulated.