The White gaze in racial stereotype research: Sample bias and its consequences

Existing research on racial stereotypes predominantly relies upon White subjects, exploring their perceptions of Blacks and Asians. Do its findings generalize beyond Whites? To find out, we combined insights from the Stereotype Content Model and Gendered-race Theory, exploring the racial stereotypes of Whites, Blacks and Asians simultaneously as both perceivers and targets. In two studies involving White, Black and Asian Americans (Study 1, N = 702), and surveys in Australia, Japan, South Korea and China (Study 2, N = 6508), we found both similarities and differences in how racial groups perceive each other. Asians were consistently seen as more competent but less athletic, while Blacks were seen as more athletic but less competent. Whites fell between these poles. But each group differed in viewing their own race as warmer than other races, suggesting ingroup favoritism. This research demonstrates that diverse racial samples are needed for a less Eurocentric and more accurate understanding of racial stereotypes.