Stereotypes 1.3 Sociocultural

Stereotypes

A generalised fixed way of thinking about a group of people, which can be positive or negative. Underestimating individual differences when looking at an outgroup can lead to negative views of an individual based on stereotypes.

Formation of stereotypes

1. Categorisation: instantly mentally organising individuals into a group

2. Generalisation: underestimating individual differences when looking at an outgroup

Homogeneity effect

The assumption that members of a particular out-group are "homogenous", or very similar to each other on particular characteristics

Schema

Automatic categorisation done by the brain when receiving new information

Campbell's grain of truth hypothesis

There are two key sources of stereotypes: 1. Personal experiences from individuals or groups 2. Gatekeepers such as the media, parents, or other members of our culture.

Stereotypes therefore have to have some basis in some reality for people to form the stereotype in the first place.

Cognitive Miser Theory

Stereotypes have some benefits, being able to speed up thinking and can be useful in certain situations. They illustrate the sociocultural identity theory of the need to belong, and those with a stronger social identity within their group are more likely to hold stronger stereotypes against outgroups.

Hamilton and Gifford (1976) Aim

To investigate how illusory correlation influences stereotype formation

Hamilton and Gifford (1976) Participants

40 American undergraduates (20 male; 20 female)

Hamilton and Gifford (1976) Procedure

Participants were split into groups A and B, with A being the larger group and B being the minority. Participants were informed that group B was smaller before starting the experiment. Statements were given about one individual in one of the two groups, either positive or negative, with the same proportion of positive and negative comments. They were then asked to rank members of each group and asked how many of the statements from each group had been undesirable.

Hamilton and Gifford (1976) Findings

Revealed how participants overestimated the association between negative behaviours and a smaller group.

Hamilton and Gifford (1976) Conclusion

Explains why negative stereotypes are more common in minority groups but took place in an artifical setting

Shih et al (1999) Aim

To find out how negative stereotypes about one's group can damage performance, while positive stereotypes can improve performance.

Shih et al (1999) Research Method

Laboratory Experiment

Shih et al (1999) Participants

46 Asian-American women

Shih et al (1999) Procedure

Participants were randomly assigned to three groups

1. Questionnaire that reminded them of their identity as females

2. Questionnaire that reminded them of their identity as Asian

3. Control group, no questionnaire

Afterwards participants were given a test made up of difficult math problems.

Shih et al (1999) Findings

Those reminded of their gender performed slightly worse compared to the control group, and participants reminded of their race did significantly better.

Shih et al (1999) Conclusion

When reminded of their gender, negative stereotypes about women and maths caused worse performance (stereotype threat). When reminded of their race, positive stereotypes about Asians and maths caused increased confidence and better performance (stereotype boost).