Stereotyping

The Stereotyping Process

Although researchers have debated the precise definition of a stereotype, the term generally refers to a set of beliefs about the characteristics, attributes, and behaviors of members of a certain group. Stereotypes about groups of people are a by-product of categorization processes. Just as we categorize cars and foods, we also categorize people. Once categorized, generalizations about what we believe to be the defining features of a category (e.g., cars have four wheels) are assumed to characterize individual category members. When applied to individuals, generalizations based on categorization are called social stereotypes. Though people can be categorized along innumerable dimensions, distinctions are commonly made based on highly visible characteristics such as sex, ethnicity, and age.

Research evidence suggests that stereotyping serves multiple functions. First, social stereotypes can be cognitively useful. Because human processing is limited, categorizing people into groups and extrapolating about them on that basis can be functional by allowing us to simplify complex situations. Furthermore, because stereotypes create expectations, they allow us to make inferences about people's characteristics that are more remote and abstract and serve a preparatory function. Second, stereotypes can serve a variety of social motivations, including self-enhancement needs. For example, social identity theory argues that humans have a need to belong to an in-group with a positive identity, and negatively stereotyping members of other groups may help bolster that positive identity.

The categorization of individuals and the social stereotypes that categorization produces serve multiple functions. Irrespective of its purpose, however, one of the most remarkable features of categorization is how rapid and automatic a process it can be. Another remarkable feature is how powerful and tenacious the resulting stereotypes can be. Once an individual is categorized and stereotypes are in play, we tend to process information about that individual based on generalized knowledge and expectations about the group he or she is a part of, not based on his or her unique individuality. Consequently, social stereotypes, which are inherently over generalizations, [Page 762]can become the basis of faulty reasoning and, ultimately, result in prejudice.

Impact on Information Processing

Several processes that result from stereotypes can lead to biased judgments and decisions. These same processes also serve to maintain and perpetuate social stereotypes by insulating them from potentially disconfirming information.