The Effects of Multiple Social Categories on Stereotyping

Abstract

This study examined some of the cognitive processes underlying stereotyping, as well as the effects of multiple social categories in impression formation. Phase 1 of the study assessed stereotypes of males, females, 20 year olds, 70 year olds, French Canadians and English Canadians in a sample of 60 undergraduates. The results demonstrated that stereotype judgements were relatively automatic in that they were made more quickly than non-stereotype judgements. Phase 2 of the study examined the impressions formed of "individuals" who were simultaneously identified in terms of gender, age and ethnicity. These individuals tended to be perceived in terms of their gender and age; moreover, this effect was more pronounced on stereotype traits than non-stereotype traits. Phase 3 examined subjects' memory for the individuals, and it was found that memory was better for age and gender than for ethnicity, and that speed for making such judgements followed the same pattern. While the results support the view that individuals are perceived in terms of stereotypes, they suggest that certain salient categories will be more influential in a particular context.