Lecture 8: Stereotyping

Stereotype

• An overgeneralized expectation of what members of a group are like

• Grounded in observations of every day life

• Cultural stereotypes are shared beliefs within a cultural context

Descriptive Element

• What you think a group is like

• Shapes our perception of ambiguous cues to be stereotype-consistent

• When encounter inconsistent evidence, subtype

Prescriptive Element

• What you think a group should be like

• When encounter consistent evidence, judge target positively

• When encounter inconsistent evidence, judge target negatively

Why do stereotypes exist?

• A type of heuristic; automatic and cognitive

• Help us to fill in the blanks

• Activated when encounter group label or member

• Allow us to form quick judgements, expectations

Stereotype Content Model

• We judge people along two dimensions:

  • Warmth for relationships: How much do I like this group, do they like me?

  • Competence for tasks: How much do I respect this group? f

Stereotype Study

• Members of groups stereotyped as more competent are granted higher status

• Receive positive evaluations and exert more influence than members who are stereotyped as less competent

Relevance of Stereotypes for Organizations

• Neg/pos stereotypes of group members’ abilities can be applied to affect:

  • Selection decisions

  • Pay

  • Promotion opportunities

  • Performance evaluations

Stereotype Activation

• The automatic activation of a stereotype when you encounter members of group

• Occurs unintentionally

Stereotype Application

• The conscious use of the stereotype in perceiving, evaluating, and treating others

• Once activated, are easily applied to perceptions and evaluations of others

Automatic Activation does not equal Automatic Application

Depends on cognitive load, use, and more/less control

Confirmation Bias

• Favouring information that is consistent with our previously existing beliefs

• Ignore information that challenges belief

Self-Fulfilling Prophecy

• When a false belief leads us to act in ways that lead to its confirmation

  • Treat others in a manner consistent with our expectations

Stereotype Threat

• The risk for confirming a negative stereotype about one’s group

• Can lead to underperformance

Consequences of Stereotype Threat

• Can confirm people’s stereotypes

• Can close doors for people

• People are motivated to avoid negatively stereotyped activities in the future

Ways to reduce Stereotype Appl. and Activ.

• Be intrinsically motivated to be nonprejudiced towards that group

• Learn new associations

• Think of counter-stereotypical exemplars

How to Avoid Being Negatively Stereotyped

• Become aware of the stereotypes and their history

• Provide others with counter stereotypical evidence

• Show individuality

• Big Picture: Engage in advocacy, support IEDI initiatives