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As opposed to negative stereotypes, positive stereotypes represent a "positive" evaluation of a group that typically signals an advantage over another group. [2] As such, positive stereotypes may be considered a form of compliment or praise. [3] However, positive stereotypes can have a positive or negative effect on targets of positive stereotypes.
Consumers use stereotypes as a resource to help inform their choices because stereotypes are socially shared and provide information about social groups based on easily identified qualities (e.g., race, gender), they may prove useful in inferring the preferences and anticipating the behavior of one's consumption partner.
Sinclair et al. found, however, that the effect of stereotypes on self-evaluations is mediated by the degree to which close people in someone's life endorse these stereotypes. People's self-stereotyping can increase or decrease depending on whether close others view them in stereotype-consistent or inconsistent manner. [117] Stereotyping can ...
Advertisers use stereotypes to provide familiarity to a viewer, but pose the risk of generalizing and misrepresenting groups of people to a large audience. [8] A debate has existed historically around using stereotypes in advertising, but can be simplified by the "mirror" vs. "mold" argument coined by Pollay in 1986. [9]
A substantial part of stereotyping and perception of races can be drawn back to the media. The representation and the depiction of races and ethnicities in media can have an effect on how we stereotype them. Both representation and lack of representation can have an effect on people of differing races and social groups.
Stereotype threat concerns how stereotype cues can harm performance. However, in certain situations, stereotype activation can also lead to performance enhancement through stereotype lift or stereotype boost. Stereotype lift increases performance when people are exposed to negative stereotypes about another group. [61]
Implicit race stereotypes affect behaviors and perceptions. When choosing between pairs of questions to ask a black interviewee, one of which is congruent with racial stereotype, people with a high stereotypic explanatory bias are more likely to ask the racially congruent stereotype question. In a related study, subjects with a high SEB rated a ...
This demonstrates how media depiction of stereotypes can lead directly to prejudice. This is consequential because it can affect not only inter-group interactions, but the self-identity of the “negative group” (see: Self-fulfilling prophecy). Psychological research has shown that the stereotype associated simply with one’s name can cause ...