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Stereotype efficiency reconsidered: encoding flexibility under cognitive load?

J W Sherman1, A Y Lee, G R Bessenoff

  • 1Department of Psychology, Northwestern University, Evanston, Illinois 60208-2710, USA. sherm@nwu.edu

Journal of Personality and Social Psychology
|October 22, 1998
PubMed
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Stereotypes aid information encoding when cognitive capacity is low. When resources are scarce, people focus more on inconsistent information but process consistent information more deeply.

Area of Science:

  • Cognitive Psychology
  • Social Psychology

Background:

  • Stereotypes are often viewed as cognitive shortcuts.
  • The encoding flexibility model proposes stereotypes enhance information processing under low cognitive capacity.

Purpose of the Study:

  • To investigate how cognitive capacity influences the encoding of stereotype-consistent and stereotype-inconsistent information.
  • To examine the differential processing of information based on its consistency with stereotypes under resource depletion.

Main Methods:

  • Multiple experiments (1-5) manipulated cognitive load and assessed information processing.
  • Measures included attention, perceptual encoding, and conceptual meaning extraction.
  • Investigated the impact of stereotype strength and individual motivations.

Related Experiment Videos

Main Results:

  • Under low cognitive capacity, inconsistent information received greater attention and perceptual encoding.
  • Consistent information's conceptual meaning was more deeply extracted when cognitive resources were limited.
  • Processing shifts towards counterstereotypical information under resource depletion.

Conclusions:

  • Stereotypes facilitate efficient encoding by allowing flexible resource allocation.
  • The encoding flexibility model explains how cognitive load impacts stereotype processing.
  • Findings have implications for dual-process models of stereotyping and social cognition.