Hamilton and Gifford (1976) - Stereotype Formation; Illusory Correlation

Hamilton and Gifford purpose

To investigate illusory correlation of group size and negative behaviour

Hamilton and Gifford participants

39 people, 26 in A 13 in B

Hamilton and Gifford design

Groups A and B
- # A ppl = 26, # B ppl = ½ of A = 13
- Groups had same proportion of positive vs negative traits

Hamilton and Gifford method

- Researchers asked participants to read descriptions about two made-up groups (Group A) and (Group B).
- Descriptions were based on a number of positive and negative behaviours.
o Group A (majority group) - twice as many members than B; performed 18 positive and 8 negative behaviours.
o Group B (minority) - performed 9 positive and 4 negative behaviours.
- Asked to attribute behaviours to group.

Hamilton and Gifford results

- Although there was no correlation between group membership and the types of behaviours exhibited by the groups, in that the proportion of negative and positive was the same for both groups, the participants did seem to have an illusory correlation.
- More of the undesirable behaviours were attributed to the minority Group B, than the majority of Group A.

Hamilton and Gifford evalutation

Artificial
- Stereotypes far more ingrained than being shown slides - doesn't replicate real-life scenario
Applicable (ish)
- Can explain why negative stereotypes may be more common for minority groups than for majority
- Such research led to many countries not reporting race/ethnicity of offender

Hamilton and Gifford conclusion

- The findings are based on the idea that distinctive information draws attention.
- Group B members and negative behaviours are both numerically fewer and therefore more distinct than Group A members and negative behaviour, therefore, stands out more than the combination of Group A members performing such behaviours causing illusory correlation.