Categorization Priming vs. Stereotype Priming (Lepore & Brown Study)
- If an out-group label or some symbolic equivalent are primed, the resultant stereotype activation and social
judgements should diverge, being more negative for the high- and either less evidently stereotypic or more positive
for the low-prejudice ppl.
- On the otherhand, when some valenced stereotype content is primed directly, we predicted similar effects in both
Study 1: Do HPP and LPP have the same knowledge of the cultural stereotype of an ethnic minority?
- Devine’s study asked participants to list the content of a cultural stereotype, resulting in 15 categories (of which
only 2 were positive characteristics)
- Proportions of high and low prejudice participants listing each category did not differ.
- Results of both studies suggest that knowledge of such cultural stereotypes often is shared widely and does not
depend on prejudice level.
***Study 2: The differential effects of Categorization Priming on HPP and LPP
- How easily is that knowledge activated?
- As predicted high & low prejudice ppl differed in response to subliminally presented prime
- HPP increased ratings of target person on negative stereotypic dimensions & decreased them on positive constructs
LPP appeared less affected by category priming altogether
- Restricted prime to category labels and neutral associates thus semantic priming effects were eliminated.
- Despite common stereotype knowledge, differential endorsement can make certain stereotypic features more
accessible than others.
- Implies that the strength of association