Accessible attitudes influence categorization of multiply categorizable objects

Every person or object can be categorized in multiple ways. For example, a person can be categorized (and hence stereotyped) by gender, age, race, or occupation. Earlier research demonstrated that objects toward which people have highly accessible attitudes attract attention when they are present in the visual field. On the basis of that work, the authors hypothesized that categories toward which people have highly accessible attitudes are preferentially applied to multiply categorizable objects. Three experiments, with cued recall and categorization response time as dependent variables, support the hypothesis. Categories toward which people's attitudes had been rendered accessible by an earlier task were more readily produced in response to multiply categorizable objects serving as a cue, or could more quickly be verified as fitting the object. These results demonstrate the power and functional value of accessible attitudes in shaping basic categorization and judgmental processes.