A Theory of Reliance on Individuating Information and Stereotypes in Implicit Judgments of Individuals and Social Groups

We propose a theory of (a) reliance on stereotypes and individuating information in implicit person perception and (b) the relationship between individuation in implicit person perception and shifts in implicit group stereotypes. The present research preliminarily tested this theory by assessing whether individuating information or stereotypes take primacy in implicit judgments of individuals under circumstances specified by our model and then testing the malleability of implicit group stereotypes in the presence of the same (or additional) counterstereotypic individuating information. Studies 1 and 2 conceptually replicated previous research by examining the effects of stereotype-inconsistent and stereotype-consistent individuating information on implicit stereotype-relevant judgments of individuals. Both studies showed that stereotypic implicit judgments of individuals made in the absence of individuating information were reversed when the individuals were portrayed as stereotype-inconsistent and were strengthened when targets were portrayed as stereotype-consistent (though in Study 2 this strengthening was descriptive rather than inferential). Studies 3 and 4 examined whether the strong effects of individuating information found in studies 1 and 2 extended to the social groups to which the individuals belonged. Even in the presence of up to eight counterstereotypic exemplars, there was no evidence of significant shifts in group stereotypes. Thus, the data showed that the shifts in implicit judgments that were caused by individuating information did not generalize to stereotypes of the social groups to which the individuals belong. Finally, we propose modifications to our theory that include potential reasons for this lack of generalization that we invite future research to explore.