Why people stereotype affects how they stereotype: the differential influence of comprehension goals and self-enhancement goals on stereotyping.
In four studies, the authors examined the hypothesis that the way people stereotype is determined by the motives that instigate it. Study 1 measured and demonstrated the effectiveness of a commonly used priming technique to manipulate comprehension and self-enhancement goals. Study 2 demonstrated that why people stereotype determines how they stereotype: When a comprehension goal was salient, positive as well as negative stereotypes were applied, whereas a salient self-enhancement goal led to the application of negative but not positive stereotypes. Study 3 replicated these effects with different stereotypes. Study 4 replicated these effects and gave more insight in the consequences of goal fulfillment on stereotyping. Results indicated the fulfillment of a salient self-enhancement or comprehension goal led to the reduction of stereotyping. These effects were goal specific: Fulfillment of a self-enhancement goal decreased enhancement-driven but not comprehension-driven stereotyping; fulfillment of a comprehension goal decreased comprehension-driven but not enhancement-driven stereotyping.
van den Bos
Arne
A
University of Groningen, the Netherlands.
Stapel
Diederik A
DA
D001364:Awareness; D032882:Comprehension; D003469:Culture; D005260:Female; D006040:Goals; D006801:Humans; D008297:Male; D009042:Motivation; D012649:Self Concept; D013240:Stereotyping; D013334:Students / Q000523:psychology