Context Effects on the Application of Stereotype Content to Multiple Categorizable Targets
Two studies examined how the content of the stereotype of a multiple categorizable group differs depending on the comparative context in which this group is judged. In the first experiment, participants could categorize the target (either an individual or group) in terms of study major or in terms of university affiliation. The comparative context was manipulated to enhance the salience of one of the two categories. The results revealed that the stereotype content depends on the relative salience of the categories as determined by the comparative context. These results were replicated in a second study employing a checklist procedure showing that people actually assigned different stereotypic traits to the same group depending on the salient comparative context.