Readers of this blog will be familiar with
research by Bargh et al that showed that priming with stereotypes led to assimilation of those traits by the primed subjects. To recall, when asked to wait, those primed with rudeness interrupted the experimenter more than those primed with patience/nicety primes. Also those primed with elderly
stereotype walked more slowly, away from the experimenter after the end of the alleged experiment, than those in neutral condition. These are all very well known findings and more so as they have been included in numerous pop-sci books.
Sceepar et al provide a very sober qualification for the above findings, contrasting how stereotype traits priming (abstract concept priming) do indeed lead to assimilation of stereotype in behavior/self-schema; but exposing to concrete, extreme exemplars belonging to stereotyped category has an opposite and paradoxical effect of leading to social comparison with the
exemplar and thus leading to contrast behavior or behavior where the subject tries to distance oneself from the stereotype. Thus, if primed with the stereotype of professors, and thus the trait intelligence, and then subjected to an intelligence/knowledge test, then the subjects would perform better than baseline condition; but if primed with
Einstein (a concrete exemplar of professor/intelligence), then one may lead to compare with Einstein, deduce that one is not so great, but indeed stupid or a bozo in comparison, and thus perform badly in the subsequent test based on this self-comparison. This is what they theorized and this is what they found.
In the second study they reused the Bargh paradigm of priming with elderly stereotype and replicated the results; the twist they added was adding a condition in which after priming with the elderly stereotype, an elderly exemplar was presented; this condition led to comparison and thus to contrast behavior whereby the subjects walked faster after the experimental manipulation in this exemplar condition.
Their third study was essentially a study to nail down the mechanism (social comparison) behind the contrast behavior observed. After priming with Einstein and professor in two separate conditions, the subjects were exposed to a lexical task, that was designed to discover if concepts like intelligence , stupidity had been primed and if so , was any of them also bound to the self schema. They found that indeed in the Einstein condition the concept of stupidity was bound to the concept of self, thus only exemplars, like
Claudia Schiffer or Einstein led to social comparison, but not abstract notions like supermodels or professors. They end with an advice to
Mick Jagger which has to be read in original to be savored.
We close with perhaps one of the more trivial of these implications. This concerns advice we might offer celebrities such as Mick Jagger and other stars known for their predilection for supermodels. If these people share the popular stereotype of supermodels found among our participants, they would be wise to restrict themselves to a single such partner (i.e., an exemplar) on intellectual as well as moral grounds.
I now also post some snippets form the excellent article, freely available on the web, which you should read in its entirety.
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