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20 Apr 2011
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Chapter 2: origin and maintenance of stereotypes and prejudice. cannot simultaneously process all the available info: we categorize people (and objects and ideas) based on shared features, time or space, based on aristotle"s principle of association. yield information about useful distinctions in social behaviour between those in different groups. which makes sense since category labels do not require the perceiver to categorize the object. once placed into a category a lot of information can be predicted (associated stereotypes: these associated stereotypes are automatically evoked and depend on the salient dimension (category we focus on) If you see a face, you need to categorize . and it can fall under a # of dimensions/categories (race, age, etc. only when the perceiver wants to quickly evaluate the target in the pic do stereotypes become activated as a useful means of arriving at an attitude toward the target.