Why People Stereotype Affects How They Stereotype: The Differential Influence of Comprehension Goals and Self-Enhancement Goals on Stereotyping
Author: Van Den Bos, Arne and Stapel, Diederik A.
Date: 2009
Source: Personality And Social Psychology Bulletin, vol. 35, no. 1, pp. 101-113, January
Full Text Link:
http://psp.sagepub.com/cgi/content/abstract/35/1/101 (1 day access for $20)
Synopsis:
Studies whether a person’s motivation determines how they apply stereotypes.
Keywords:
academia,experiment,journal,stereotypes
Abstract:
(Note this is not specifically about gender)
ABSTRACT:
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.
Implications for Game Industry:
IMPLICATIONS FOR GAME DESIGN:
Creating NPCs and game stories are opportunities for game designers to counteract prejudice and discrimination by writing counterstereotypical characters. For small roles when quick identification is needed, consider including positive and negative attributes rather than only negative. Avoid encouraging players to derogate characters who fit negative social stereotypes.
LONG QUOTE FROM DISCUSSION SECTION OF ARTICLE:
Because of the ubiquitous nature of stereotyping and prejudice combined with the often negative outcomes for both the individuals who are stereotype’s targets and for society at large, social psychology has been looking for points of departure to combat their negative consequences. One of the main routes toward reducing prejudice and discrimination is centered around lowering the tendency of individuals to apply stereotypes to members of stereotyped groups and increasing the focus on unique, individual characteristics (Stangor, 2000). The results of the current studies strongly suggest that
for stereotype change efforts to be effective it is important to know the motives that drive stereotyping in the first place. For example, because stereotypes provide a cognitive basis for other-derogation and thus make it seem more justifiable (see Fein & Spencer, 1997), the very recognition of this link between self-enhancement and negative stereotyping takes away this illusion of justifiability and might lead to the attenuation of this link. As a result, instead of derogating others, other strategies to enhance the self might become more attractive, like focusing on the positive aspects of the self.
Research Highlights:
- The tendency to project stereotypes on others has different motivations: the goal of comprehension (understanding others) and the goal of self-enhancement (building yourself up).
- When the motive is comprehension, people apply positive and negative stereotypes.
- When the motive is self-enhancement, or building the self up, people apply negative stereotypes on others, and not positive ones.
- We can reduce the need to put others down with negative stereotypes by getting people to understand that it is not justified, and get them to focus on positive aspects of themselves.
