Take Action

Home | Faculty & Research Overview | Research

Research Details

Stereotype Efficiency Reconsidered: Encoding Flexibility under Cognitive Load, Journal of Personality and Social Psychology

Abstract

According to the encoding flexibility model, stereotypes are efficient because they facilitate, in different ways, the encoding of both stereotype-consistent and -inconsistent information when capacity is low. Whereas inconsistent information receives more extensive attention and perceptual encoding, the conceptual meaning of consistent information is extracted to a greater degree. Experiments 1-2 demonstrated that, under low capacity conditions, perceivers attend more carefully to inconsistent than consistent information. Experiment 3 showed that participants forced to attend selectively to either consistent or inconsistent information encoded inconsistent information more extensively when capacity was depleted. Experiment 4 demonstrated that perceptual encoding favors inconsistent over consistent information. Finally, Experiment 5 showed that, despite the attentional and perceptual encoding advantages for inconsistent information, conceptual encoding favors consistent information when capacity is low

Type

Article

Author(s)

Jeffrey W. Sherman, Angela Y. Lee, Gayle R Bessenoff, Leigh A. Frost

Date Published

1998

Citations

Sherman, W. Jeffrey, Angela Y. Lee, Gayle R Bessenoff, and Leigh A. Frost. 1998. Stereotype Efficiency Reconsidered: Encoding Flexibility under Cognitive Load. Journal of Personality and Social Psychology. 75(3): 589-606.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more

Take Action