Discovering that the shoe fits: the self-validating role of stereotypes

Stereotypes can influence social perceptions in many ways. The current research examined a previously unexplored possibility-that activation of a stereotype can validate thoughts about other people when the thoughts are stereotype consistent (i.e., that stereotype activation can increase people's confidence in their previous stereotype-consistent thoughts). Given previous results for other forms of metacognition, this thought validation from stereotype activation should be most likely when people have the cognitive capacity to carefully process individuating information. In two experiments, participants were given information about a target person and then a description designed to activate a stereotype. When processing capacity was high, confidence in thoughts was greater when the initial information produced thoughts consistent, rather than inconsistent, with the stereotype that was later activated, and higher confidence in thoughts was associated with stronger perception-consistent recommendations related to the target. When processing capacity was low, an activated stereotype served its familiar heuristic role in judgment, and thought confidence played no role in judgment-related recommendations.