Consequences of Stereotype Suppression: Stereotypes on AND Not on the Rebound

Abstract

Past findings suggest that attempts to control stereotypic thinking result in a “rebound effect” (i.e., a paradoxical increase in stereotypic thoughts and responses following stereotype suppression attempts). The present research examined boundary conditions to stereotype rebound effects in the context of stereotypes of social groups for which there were personal and social concerns over the use of stereotypes. Two experiments revealed that participants (Ps) with low-prejudice attitudes toward gays were not prone to the rebound effect when it was assessed using an overt measure of stereotype use (Experiment 1) or in terms of stereotype accessibility (Experiment 2). High-prejudice Ps also did not show rebound when it was measured in terms of stereotype application, presumably due to salient social norms censuring stereotype use. However, stereotype suppression did result in a subsequent hyperaccessibility of stereotypes among the high-prejudice Ps.