Group identity‐based self‐protective strategies: the stigma of race, gender, and garlic

Abstract

We examine the importance of group membership in stigma and its role in the effectiveness of self-protective cognitions in three experiments. In Experiment 1, men are asked to interact with an attractive female who will judge their value as a potential date, and either eat a mint or a clove of raw garlic prior to the interview. Although the stigmatized-by-garlic men discounted negative feedback and attributed it to their garlic breath, discounting and attributions were negatively correlated with self-esteem. In Experiment 2, White participants were evaluated positively or negatively by a bogus partner who the participants believed had been told that the participant was either White or Black. Although participants receiving negative feedback engaged in several self-protective cognitions, including attributing their negative feedback to racism, the strategies were uncorrelated with self-esteem. In Experiment 3, women prepared to interact via computer with a partner who expressed sexist or non-sexist beliefs. In the absence of feedback, self-esteem increased when their partner was sexist. In contrast with the first two experiments, perceiving the partner as prejudiced was significantly and positively correlated with self-esteem. Together, these experiments suggest that self-protective cognitions find their effectiveness when stigma has a basis in group membership. Copyright © 2000 John Wiley & Sons, Ltd.