Spontaneous Social Categorization

Social categorization occurs spontaneously, without much thought on our part (Crisp & Hewstone, 2007).Crisp, R. J., & Hewstone, M. (Eds.). (2007). Multiple social categorization. San Diego, CA: Elsevier Academic Press. Shelley Taylor and her colleagues (Taylor, Fiske, Etcoff, & Ruderman, 1978)Taylor, S. E., Fiske, S. T., Etcoff, N. L., & Ruderman, A. J. (1978). Categorical and contextual bases of person memory and stereotyping. Journal of Personality and Social Psychology, 36(7), 778–793. showed their research participants a slide and tape presentation of three male and three female college students who had supposedly participated in a discussion group. During the presentation, each member of the discussion group made a suggestion about how to advertise a college play. The statements were controlled so that across all the research participants, the statements made by the men and the women were of equal length and quality. Furthermore, one half of the participants were told that when the presentation was over, they would be asked to remember which person had made which suggestion, whereas the other half of the participants were told merely to observe the interaction without attending to anything in particular.

After they had viewed all the statements made by the individuals in the discussion group, the research participants were given a memory test (this was entirely unexpected for the participants who had not been given memory instructions). The participants were shown the list of all the statements that had been made, along with the pictures of each of the discussion group members, and were asked to indicate who had made each of the statements. The research participants were not very good at this task, and yet when they made mistakes, these errors were very systematic.

As you can see in Table 12.1 "Name Confusions", the mistakes were such that the statements that had actually been made by a man were more frequently wrongly attributed to another man in the group than to another woman, and the statements actually made by a woman were more frequently attributed to other women in the group than to a man. The participants evidently categorized the speakers by their gender, leading them to make more within-gender than across-gender confusions.

Interestingly, and suggesting that categorization is occurring all the time, the instructions that the participants had been given made absolutely no difference. There was just as much categorization for those who were not given any instructions as for those who were told to remember who said what. Other research using this technique has found that we spontaneously categorize each other on the basis of many other group memberships, including race, academic status (student versus teacher), social roles, and other social categories (Fiske, Haslam, & Fiske, 1991; Stangor, Lynch, Duan, & Glass, 1992).Fiske, A. P., Haslam, N., & Fiske, S. T. (1991). Confusing one person with another: What errors reveal about the elementary forms of social relations. Journal of Personality and Social Psychology, 60(5), 656–674; Stangor, C., Lynch, L., Duan, C., & Glass, B. (1992). Categorization of individuals on the basis of multiple social features. Journal of Personality and Social Psychology, 62(2), 207–218.

The conclusion is simple, if perhaps obvious: Social categorization is occurring all around us all the time. Indeed, social categorization occurs so quickly that people may have difficulty not thinking about others in terms of their group memberships (see Figure 12.3).

The Benefits of Social Categorization

The tendency to categorize others is normally quite useful. In some cases, we categorize because doing so provides us with information about the characteristics of people who belong to certain social groups (Lee, Jussim, & McCauley, 1995).Lee, Y. T., Jussim, L. J., & McCauley, C. R. (1995). Stereotype accuracy: Toward appreciating group differences. Washington, DC: American Psychological Association. If you found yourself lost in a city, you might look for a police officer or a taxi driver to help you find your way. In this case, social categorization would probably be useful because a police officer or a taxi driver might be particularly likely to know the layout of the city streets. Of course, using social categories will only be informative to the extent that the stereotypes held by the individual about that category are accurate. If police officers were actually not that knowledgeable about the city layout, then using this categorization would not be informative.

It has been argued that there is a kernel of truth in most stereotypes, and this seems to be the case. There is a correlation between how group members perceive the stereotypes of their own groups and how people from other groups perceive those same stereotypes (Judd & Park, 1993; Swim, 1994).Judd, C. M., & Park, B. (1993). Definition and assessment of accuracy in social stereotypes. Psychological Review, 100(1), 109–128; Swim, J. K. (1994). Perceived versus meta-analytic effect sizes: An assessment of the accuracy of gender stereotypes. Journal of Personality and Social Psychology, 66(1), 21–36. This truth may come in part from the roles that individuals play in society. For instance, the stereotypes (which are held by many people) that women are “nurturing” and that men are “dominant” may occur in part because, on average, men and women find themselves in different social roles within a culture (Eagly & Steffen, 1984).Eagly, A. H., & Steffen, V. J. (1984). Gender stereotypes stem from the distribution of women and men into social roles. Journal of Personality and Social Psychology, 46(4), 735–754. In most cultures, men are more likely to be in higher-status occupations, such as doctors and lawyers, whereas women are more likely to play the role of homemakers and child-care workers. In this sense, the stereotypes are at least partly true for many of the members of the social category, in terms of their actual behaviors. Because men are more likely to be leaders than are women, they may well be, on average, more dominant; and because women are more likely to take care of children, they may, on average, act in a more nurturing way than do men.

On the other hand, we sometimes categorize others not because it seems to provide more information about them but because we may not have the time (or the motivation) to do anything more thorough. Using our stereotypes to size up another person might simply make our life easier (Macrae, Bodenhausen, Milne, & Jetten, 1994).Macrae, C. N., Bodenhausen, G. V., Milne, A. B., & Jetten, J. (1994). Out of mind but back in sight: Stereotypes on the rebound. Journal of Personality and Social Psychology, 67(5), 808–817. According to this approach, thinking about other people in terms of their social category memberships is a functional way of dealing with the world—things are complicated, and we reduce complexity by relying on our stereotypes.

The Negative Outcomes of Social Categorization

Although thinking about others in terms of their social category memberships has some potential benefits for the person who does the categorizing, categorizing others, rather than treating them as unique individuals with their own unique characteristics, has a wide variety of negative, and often very unfair, outcomes for those who are categorized.

One problem is that social categorization distorts our perceptions such that we tend to exaggerate the differences between people from different social groups while at the same time perceiving members of groups (and particularly outgroups) as more similar to each other than they actually are. This overgeneralization makes it more likely that we will think about and treat all members of a group the same way. Tajfel and Wilkes (1963)Tajfel, H., & Wilkes, A. L. (1963). Classification and quantitative judgment. British Journal of Psychology, 54, 101–114. performed a simple experiment that provided a picture of the potential outcomes of categorization. As you can see in Figure 12.4 "Perceptual Accentuation", the experiment involved having research participants judge the length of six lines. In one of the experimental conditions, participants simply saw six lines, whereas in the other condition, the lines were systematically categorized into two groups—one comprising the three shorter lines and one comprising the three longer lines.

Tajfel found that the lines were perceived differently when they were categorized, such that the differences between the groups and the similarities within the groups were emphasized. Specifically, he found that although lines C and D (which are actually the same length) were perceived as equal in length when the lines were not categorized, line D was perceived as being significantly longer than line C in the condition in which the lines were categorized. In this case, categorization into two groups—the “short lines group” and the “long lines group”—produced a perceptual bias such that the two groups of lines were seen as more different than they really were.

Similar effects occur when we categorize other people. We tend to see people who belong to the same social group as more similar than they actually are, and we tend to judge people from different social groups as more different than they actually are. The tendency to see members of social groups as similar to each other is particularly strong for members of outgroups, resulting in outgroup homogeneityThe tendency to view members of outgroups as more similar to each other than we see members of ingroups.—the tendency to view members of outgroups as more similar to each other than we see members of ingroups (Linville, Salovey, & Fischer, 1986; Ostrom & Sedikides, 1992; Meissner & Brigham, 2001).Linville, P. W., Salovey, P., & Fischer, G. W. (1986). Stereotyping and perceived distributions of social characteristics: An application to ingroup-outgroup perception. In J. F. Dovidio & S. L. Gaertner (Eds.), Prejudice, discrimination and racism (pp. 165–208). Orlando, FL: Academic Press; Ostrom, T. M., & Sedikides, C. (1992). Out-group homogeneity effects in natural and minimal groups. Psychological Bulletin, 112(3), 536–552; Meissner, C. A., & Brigham, J. C. (2001). Thirty years of investigating the own-race bias in memory for faces: A meta-analytic review. Psychology, Public Policy, and Law, 7, 3–35. I’m sure you’ve had this experience yourself, when you found yourself thinking or saying, “Oh, them, they’re all the same!”

Patricia Linville and Edward Jones (1980)Linville, P. W., & Jones, E. E. (1980). Polarized appraisals of out-group members. Journal of Personality and Social Psychology, 38, 689–703. gave research participants a list of trait terms and asked them to think about either members of their own group (e.g., Blacks) or members of another group (e.g., Whites) and to place the trait terms into piles that represented different types of people in the group. The results of these studies, as well as other studies like them, were clear: People perceive outgroups as more homogeneous than the ingroup. Just as White people used fewer piles of traits to describe Blacks than Whites, young people used fewer piles of traits to describe elderly people than they did young people, and students used fewer piles for members of other universities than they did for members of their own university.

Outgroup homogeneity occurs in part because we don’t have as much contact with outgroup members as we do with ingroup members, and the quality of interaction with outgroup members is often more superficial. This prevents us from really learning about the outgroup members as individuals, and as a result, we tend to be unaware of the differences among the group members. In addition to learning less about them because we see and interact with them less, we routinely categorize outgroup members, thus making them appear more cognitively similar (Haslam, Oakes, & Turner, 1996).Haslam, S. A., Oakes, P. J., & Turner, J. C. (1996). Social identity, self-categorization, and the perceived homogeneity of ingroups and outgroups: The interaction between social motivation and cognition. In Handbook of motivation and cognition: The interpersonal context (Vol. 3, pp. 182–222). New York, NY: The Guilford Press.

Once we begin to see the members of outgroups as more similar to each other than they actually are, it then becomes very easy to apply our stereotypes to the members of the groups without having to consider whether the characteristic is actually true of the particular individual. If men think that women are all alike, then they may also think that they all have the same characteristics—they’re all “emotional” and “weak.” And women may have similarly simplified beliefs about men (they’re “insensitive,” “unwilling to commit,” etc.). The outcome is that the stereotypes become linked to the group itself in a set of mental representations (Figure 12.5). The stereotypes are “pictures in our heads” of the social groups (Lippman, 1922).Lippman, W. (1922). Public opinion. New York, NY: Harcourt & Brace. These beliefs just seem right and natural, even though they are frequently distorted overgeneralizations (Hirschfeld, 1996; Yzerbyt, Schadron, Leyens, & Rocher, 1994).Hirschfeld, L. (1996). Race in the making: Cognition, culture and the child’s construction of human kinds. Cambridge, MA: MIT Press; Yzerbyt, V., Schadron, G., Leyens, J., & Rocher, S. (1994). Social judgeability: The impact of meta-informational cues on the use of stereotypes. Journal of Personality and Social Psychology, 66, 48–55.

Our stereotypes and prejudices are learned through many different processes. This multiplicity of causes is unfortunate because it makes stereotypes and prejudices even more likely to form and harder to change. For one, we learn our stereotypes in part through our communications with parents and peers (Aboud & Doyle, 1996)Aboud, F. E., & Doyle, A.-B. (1996). Parental and peer influences on children’s racial attitudes. International Journal of Intercultural Relations, 20, 371–383. and from the behaviors we see portrayed in the media (Brown, 1995).Brown, R. (1995). Prejudice: Its social psychology. Cambridge, MA: Blackwell. Even 5-year-old children have learned cultural norms about the appropriate activities and behaviors for boys and girls and also have developed stereotypes about age, race, and physical attractiveness (Bigler & Liben, 2006).Bigler, R. S., & Liben, L. S. (2006). A developmental intergroup theory of social stereotypes and prejudice. In R. V. Kail (Ed.), Advances in child development and behavior (Vol. 34, pp. 39–89). San Diego, CA: Elsevier. And there is often good agreement about the stereotypes of social categories among the individuals within a given culture. In one study assessing stereotypes, Stephanie Madon and her colleagues (Madon et al., 2001)Madon, S., Guyll, M., Aboufadel, K., Montiel, E., Smith, A., Palumbo, P., et al. (2001). Ethnic and national stereotypes: The Princeton trilogy revisited and revised. Personality and Social Psychology Bulletin, 27(8), 996–1010. doi: 10.1177/0146167201278007 presented U.S. college students with a list of 84 trait terms and asked them to indicate for which groups each trait seemed appropriate (Figure 12.6 "Current Stereotypes Held by College Students"). The participants tended to agree about what traits were true of which groups, and this was true even for groups of which the respondents were likely to never have met a single member (Arabs and Russians). Even today, there is good agreement about the stereotypes of members of many social groups, including men and women and a variety of ethnic groups.

Once they become established, stereotypes (like any other cognitive representation) tend to persevere. We begin to respond to members of stereotyped categories as if we already knew what they were like. Yaacov Trope and Eric Thompson (1997)Trope, Y., & Thompson, E. (1997). Looking for truth in all the wrong places? Asymmetric search of individuating information about stereotyped group members. Journal of Personality and Social Psychology, 73(2), 229–241. found that individuals addressed fewer questions to members of categories about which they had strong stereotypes (as if they already knew what these people were like) and that the questions they did ask were likely to confirm the stereotypes they already had.

In other cases, stereotypes are maintained because information that confirms our stereotypes is better remembered than information that disconfirms them. When we see members of social groups perform behaviors, we tend to better remember information that confirms our stereotypes than we remember information that disconfirms our stereotypes (Fyock & Stangor, 1994).Fyock, J., & Stangor, C. (1994). The role of memory biases in stereotype maintenance. British Journal of Social Psychology, 33(3), 331–343. If we believe that women are bad drivers and we see a woman driving poorly, then we tend to remember it, but when we see a woman who drives particularly well, we tend to forget it. This is of course another example of the general principle of assimilation—we tend to perceive the world in ways that make it fit our existing beliefs more easily than we change our beliefs to fit the reality around us.

And stereotypes become difficult to change because they are so important to us—they become an integral and important part of our everyday lives in our culture. Stereotypes are frequently expressed on TV, in movies, and in chat rooms and blogs, and we learn a lot of our beliefs from these sources. Our friends also tend to hold beliefs similar to ours, and we talk about these beliefs when we get together with them (Schaller & Conway, 1999).Schaller, M., & Conway, G. (1999). Influence of impression-management goals on the emerging content of group stereotypes: Support for a social-evolutionary perspective. Personality and Social Psychology Bulletin, 25, 819–833. In short, stereotypes and prejudice are powerful largely because they are important social norms that are part of our culture (Guimond, 2000).Guimond, S. (2000). Group socialization and prejudice: The social transmission of intergroup attitudes and beliefs. European Journal of Social Psychology, 30(3), 335–354.

Because they are so highly cognitively accessible, and because they seem so “right,” our stereotypes easily influence our judgments of and responses to those we have categorized. The social psychologist John Bargh once described stereotypes as “cognitive monsters” because their activation was so powerful and because the activated beliefs had such insidious influences on social judgment (Bargh, 1999).Bargh, J. (Ed.). (1999). The cognitive monster: The case against the controllability of automatic stereotype effects. New York, NY: Guilford Press. Making things even more difficult, stereotypes are strongest for the people who are in most need of change—the people who are most prejudiced (Lepore & Brown, 1997).Lepore, L., & Brown, R. (1997). Category and stereotype activation: Is prejudice inevitable? Journal of Personality and Social Psychology, 72(2), 275–287.

Because stereotypes and prejudice often operate out of our awareness, and also because people are frequently unwilling to admit that they hold them, social psychologists have developed methods for assessing them indirectly. In the next section we will consider two of these approaches—the bogus pipeline procedureA procedure, designed to elicit more honest responses, in which an experimenter first convinces participants that he or he has access to their “true” beliefs. Once the participants are convinced that the researcher knows their “true attitudes,” they are assumed to be more honest in answering the rest of the questions they are asked. and the Implicit Association Test (IAT)A procedure designed to elicit more honest, implicit beliefs. Participants are asked to classify stimuli into one of two categories by pressing one button with their left hand and another button with their right hand. The categories are arranged such that the responses to be answered with the left and right buttons either match the stereotype or mismatch the stereotype.

Although in some cases the stereotypes that are used to make judgments might actually be true of the individual being judged, in many other cases they are not. Stereotyping is problematic when the stereotypes we hold about a social group are inaccurate overall, and particularly when they do not apply to the individual who is being judged (Stangor, 1995).Stangor, C. (1995). Content and application inaccuracy in social stereotyping. In Y. T. Lee, L. J. Jussim, & C. R. McCauley (Eds.), Stereotype accuracy: Toward appreciating group differences (pp. 275–292). Washington, DC: American Psychological Association. Stereotyping others is simply unfair. Even if many women are more emotional than are most men, not all are, and it is not right to judge any one woman as if she is.

In the end, stereotypes become self-fulfilling prophecies, such that our expectations about the group members make the stereotypes come true (Snyder, Tanke, & Berscheid, 1977; Word, Zanna, & Cooper, 1974).Snyder, M., Tanke, E. D., & Berscheid, E. (1977). Social perception and interpersonal behavior: On the self-fulfilling nature of social stereotypes. Journal of Personality and Social Psychology, 35(9), 656–666; Word, C. O., Zanna, M. P., & Cooper, J. (1974). The nonverbal mediation of self-fulfilling prophecies in interracial interaction. Journal of Experimental Social Psychology, 10(2), 109–120. Once we believe that men make better leaders than women, we tend to behave toward men in ways that makes it easier for them to lead. And we behave toward women in ways that makes it more difficult for them to lead. The result? Men find it easier to excel in leadership positions, whereas women have to work hard to overcome the false beliefs about their lack of leadership abilities (Phelan & Rudman, 2010).Phelan, J. E., & Rudman, L. A. (2010). Prejudice toward female leaders: Backlash effects and women’s impression management dilemma. Social and Personality Psychology Compass, 4(10), 807–820. doi: 10.1111/j.1751–9004.2010.00306.x And self-fulfilling prophecies are ubiquitous—even teachers’ expectations about their students’ academic abilities can influence the students’ school performance (Jussim, Robustelli, & Cain, 2009).Jussim, L., Robustelli, S. L., & Cain, T. R. (2009). Teacher expectations and self-fulfilling prophecies. In K. R. Wenzel & A. Wigfield (Eds.), Handbook of motivation at school (pp. 349–380). New York, NY: Routledge/Taylor & Francis Group.

Of course, you may think that you personally do not behave in these ways, and you may not. But research has found that stereotypes are often used out of our awareness, which makes it very difficult for us to correct for them. Even when we think we are being completely fair, we may nevertheless be using our stereotypes to condone discrimination (Chen & Bargh, 1999).Chen, M., & Bargh, J. A. (1999). Consequences of automatic evaluation: Immediate behavioral predispositions to approach or avoid the stimulus. Personality and Social Psychology Bulletin, 25(2), 215–224. And when we are distracted or under time pressure, these tendencies become even more powerful (Stangor & Duan, 1991).Stangor, C., & Duan, C. (1991). Effects of multiple task demands upon memory for information about social groups. Journal of Experimental Social Psychology, 27(4), 357–378.

Furthermore, attempting to prevent our stereotype from coloring our reactions to others takes effort. We experience more negative affect (particularly anxiety) when we are with members of other groups than we do when we are with people from our own groups, and we need to use more cognitive resources to control our behavior because of our anxiety about revealing our stereotypes or prejudices (Butz & Plant, 2006; Richeson & Shelton, 2003).Butz, D. A., & Plant, E. A. (2006). Perceiving outgroup members as unresponsive: Implications for approach-related emotions, intentions, and behavior. Journal of Personality and Social Psychology, 91(6), 1066–1079; Richeson, J. A., & Shelton, J. N. (2003). When prejudice does not pay: Effects of interracial contact on executive function. Psychological Science, 14(3), 287–290. When we know that we need to control our expectations so that we do not unintentionally stereotype the other person, we may try to do so—but doing so takes effort and may frequently fail (Macrae, Bodenhausen, Milne, & Jetten, 1994).Macrae, C. N., Bodenhausen, G. V., Milne, A. B., & Jetten, J. (1994). Out of mind but back in sight: Stereotypes on the rebound. Journal of Personality and Social Psychology, 67(5), 808–817.