Toward a broader view of social stereotyping

Stereotyping effects are typically considered to be assimilative in nature: A member of a group stereotyped as having some attribute is judged to have more of that attribute than a member of some comparison group. This article highlights the fact that stereotyping effects can also occur in the direction of contrast--or even null effects-- depending on the nature and form of the outcome being assessed (from the researcher's perspective, the dependent variable of interest). Relying on theory and research from the shifting standards model (M. Biernat, M. Manis, & T. F. Nelson, 1991), this review highlights the different ways in which and the factors that determine how stereotypes influence judgment and behavior toward individual group members.