When information does not deter stereotyping: Prescriptive stereotyping can foster bias under conditions that deter descriptive stereotyping

Abstract

One conclusion emerging from the stereotyping literature is that behavioral information can undercut stereotyping of individuals. Two studies examined whether this holds for descriptive but not prescriptive stereotypes. In Study 1, participants whose descriptive and prescriptive stereotypes had been measured chose between equally qualified male and female job applicants. Results indicated that descriptive stereotypes did not predict gender bias, but prescriptive stereotypes did. In Study 2, participants whose descriptive and prescriptive stereotypes had been measured provided evaluations of either male or female job applicants who were enacting either masculine or feminine roles. Results indicated that descriptive stereotypes did not predict gender bias, but prescriptive stereotypes fostered—among male participants—a bias against females enacting masculine roles and in favor of males enacting masculine roles. These studies suggest that prescriptive stereotyping can persevere after behavioral information has undercut descriptive stereotyping. Thus, the studies underline both the tenacity of stereotyping and the need to reconsider the generalization that information deters stereotyping.