Cognitive representation of personal stereotypes

Abstract

AbstractA production task analogue of the traditional multiple choice trait checklist method was used to investigate stereotypes. Subjects were asked to supply rather than to select the most characteristic attributes of specified social groups. In a departure from tradition, stability of the content of stereotypes was analysed for personal stereotypes held by individuals rather than for social stereotypes shared by a cultural group. In contrast to the widely held belief that social stereotypes are fixed and unchanging, personal stereotypes were found to be only moderately stable over time. Only about two‐fifths of the most characteristic attributes were duplicated in sessions separated by one week, and only about one‐fifth of the most Characteristic attributes were duplicated in sessions separated by one‐month or two‐month intervals. Findings also supported the notion that general attributes, most characteristic attributes, and least characteristic attributes of a social category are not totally redundant and are represented quasi‐independently in memory. Only about half of the most characteristic responses had also occurred on free response protocols and over half of the least characteristic responses tended not to be polar opposites of the most characteristic responses. It was the case, however, that with a production analogue of the multiple‐choice trait checklist, trait‐adjectives were the most frequent class of person information and accounted for between 50 and 60 per cent of the responses. However, eleven other classes of person information also occurred. Empirical results were applied toward a reexamination of the concepts of stereotype (data structure for the most characteristic attributes of a social group) and stereotyping (rigid procedures for processing data structures) and to a conceptual analysis of how stereotypes and social categories are structurally related.