Cognitive Processes in the Revision of Stereotypic Beliefs

Northwestern University Stereotypes have often been assumed to be resistant to change, although some evidence indicates that they are responsive to new information. The present studies examine stereotype change using three models: the bookkeeping model, in which each instance of stereotype-relevant information is used to modify the stereotype gradually; the conversion model, in which stereotypes change radically in response to dramatic or salient instances; and the subtyping model, in which new Stereotypic structures are developed to accommodate instances not easily assimilated by existing stereotypes. The models predict different response patterns as a function of variations in the pattern of stereotype-in consistent evidence and the number of instances encountered. In Experiment 1, subjects were given information about either a small or a large sample of group members in which stereotype-inconsistent evidence was dispersed across many members or concentrated within a few members. Results generally supported the subtyping model when evidence was concentrated and the bookkeeping model when evidence was dispersed. Experiment 3 suggested that the development of subtypes occurs because dramatically inconsistent individuals are seen as unrepresentat ive of the group as a whole. Although the present studies generally favored the subtyping and bookkeeping models, conditions under which the conversion model may operate are considered.