Stigmatized targets and evaluation: prejudice as a determinant of attribute scrutiny and polarization.
The authors provide evidence for a new mechanism for the more polarized evaluations of stigmatized than nonstigmatized target individuals that often follow positive versus negative target descriptions. The current research suggests that polarization can occur because low-prejudiced perceivers think more about information describing stigmatized than nonstigmatized targets (i.e., have polarized thoughts). Mediational path analyses revealed that polarized thoughts fully accounted for the impact of prejudice on evaluative polarization. These findings are most consistent with the watchdog hypothesis that people scrutinize information describing stigmatized targets in order to guard against possibly unfair reactions by themselves or others.
Fleming
Monique A
MA
Marketing, University of California-Los Angeles, Anderson School of Management, 110 Westwood Plaza, Los Angeles, CA 90095, USA. monique.fleming@anderson.ucla.edu
Petty
Richard E
RE
White
Paul H
PH
D000704:Analysis of Variance; D001288:Attention / Q000502:physiology*; D044383:Black People / Q000523:psychology; D006801:Humans; D011287:Prejudice; D012718:Set, Psychology; D012919:Social Behavior; D012938:Social Perception; D013240:Stereotyping; D013334:Students / Q000523:psychology; D044465:White People / Q000523:psychology