1. Research Into Stereotypes
Formation and Effects of Stereotypes

2. Formation of Stereotypes: Automatically activated energy savers
Bargh et al (1996)
Subconsciously on a test, people who are primed with descriptors of old/elderly people will exit the test slower than people who are not.
They concluded that stereotypes can be automatically and subconsciously activated to impact behavior
Cohen (1981) presented participants with a videotape showing a couple having dinner. Half of the participants were told the wife was a waitress and the other half were told she was a librarian. They were later given a memory test.
P in the both conditions remembered stereotype consistent traits more frequently (waitress was drinking beer/librarian wore glasses.

3. Formation of Stereotypes: Developed DIRECTLY by ‘gatekeepers’
Katz & Braly
Social stereotypes as portrayed in the media are in fact held by Princeton University Students
Based on a survey, students were asked to associate a list of traits with the corresponding ethnic group
Rogers & Franz
Social stereotypes that are influenced and reinforced by gatekeepers within an ingroup
Based on a survey of South Rhodesian settlers of Eurpoean decent who were asked to opinionate on segregation laws…the longer they had spent in Rhodesia, the more they were in favor of such laws

4. Formation of Stereotypes: Developed INDIRECTLY through conditioning
Staats & Staats
Stereotypes can be conditioned using images
Participants were unfamiliar with Dutch and Swedish people
Using conditioning, researchers were able to form stereotypes within the participants about the two cultures

5. Effects of Stereotypes: Self Fulfilling Prophecies
Spotlight Anxiety
Stereotype Threat
Spencer et al (1999)
Women who are informed of a negative stereotype regarding female performance in math will perform worse on a math test
This is due to the anxiety involved in attempting to overcome the stereotype and be a strong representative of the larger group of women.
Steele and Aronson (1995)
African Americans will perform worse on a difficult verbal test if they (a) know of a ‘stereotype’ regarding their linguistic deficiencies and (b) are asked to indicate their race on the test.
This is due to the stereotype threat effect that people who know about negative stereotypes regarding themselves will underperform in relation to the stereotype.

6. Jane Elliott – Blue Eyes/Brown Eyes
Does/shows most of what we have discussed above
Stereotypes can be conditioned (reward systems and continued affirmation) AND they are passed on by Gatekeepers (in her case, herself as the authority figure)
Stereotype effects include Stereotype threat and self fulfilling prophecy (this can be seen in the awareness of the arm bands and in performance on the vocabulary cards exercise)

7. SAQ Test next class…
Explain Social Identity Theory making reference to one research study.
Explain the formation of stereotypes making use of one research study.
Explain one effect of stereotypes making use of one research study.