Chapter 4: Stereotype Activation and Application

stereotype knowledge

the extent to which a person is familiar with the content of a stereotype

stereotype endorsement

the extent to which someone personally believes that the societal stereotype of a group accurately describes the members of the group

stereotype activation

the extent to which a stereotype comes to mind

stereotype application

the extent to which one uses a stereotype to judge a member of the stereotyped group

prototypicality

the extent to which a social group member has the physical characteristics associated with that group inte

intersectional invisibility

less likely to be recognized as a prototypical member of their race or gender

cognitive busyness

people who are busy with one mental task while trying to do another

Comprehension Goals

deducing other people’s characteristics on the basis of their group membership helps predict how those people are likely to react to events, and thus helps perceivers decide how to effectively avoid problems and achieve their desired goals

self-enhancement goals

seeing others in a negative light can make oneself look better by comparison

chronic egalitarian goal

a strong, long-standing belief in equality that is always consciously or unconsciously operating

stereotype relevance

activating stereotypes if/when it is relevant to one’s goals

seeing-that

pattern recognition; rapid, automatic, and effortless

reasoning-why

describe how we think we reached a judgement; conscious, effortful, easily disrupted

Illusory truth

believing a lie when you’re around it too long

exploratory thought

“evenhanded consideration of alternative points of view”

confirmatory thought

“a one-sided attempt to rationalize a particular point of view.”

automatic activation factors

prototypicality, context, prejudice, cognitive busyness

motivated activation

people’s motivations and goals facilitate OR inhibit stereotype activation

Comprehension Goals

goals of understanding what others are like and to understand why events happen

self-enhancement

seeing others in a negative light can help you see yourself in a positive light. threats to self-image can facilitate negative stereotypes

social adjustment

automatically altering behavior to fit situations/adhere to the social norms for that setting

motivation to control prejudice

we avoid acting in prejudiced manner (or being perceived to be doing so) because it’s typically frowned-upon

social power

power over others, especially control of rewards/punishments → activated stereotypes