Prejudice, Stereotypes, and Labeling Effects: Sources of Bias in Person Perception

A preliminary study and 3 experiments compared predictions generated by contrasting models of how group labels bias person perception. An affective model assumed that how much perceivers like different groups mediates bias; a cognition model assumed that perceivers' beliefs regarding different groups mediates bias; and a third model assumed that both affect and cognition are necessary to mediate bias. Perceivers evaluated behavior samples provided by targets who were labeled as either rock music performers or child abusers in the preliminary study and the first 2 experiments; homosexuals or heterosexuals in the third experiment. In all studies, controlling for liking eliminated bias. The preliminary study and Study 3 also showed that controlling for beliefs about the groups eliminated bias. Structural equation modeling provided support for the affect model in Studies 1 and 2, and mixed support for the affect model and the cognition model in Study 3. These studies suggest an important role for affect in judgmental biases