Condoning Stereotyping? How Awareness of Stereotyping Prevalence Impacts Expression of Stereotypes

The deleterious effects of stereotyping on individual and group outcomes have prompted a search for solutions. One approach has been to increase awareness of the prevalence of stereotyping in the hope of motivating individuals to resist natural inclinations. However, it could be that this strategy creates a norm for stereotyping, which paradoxically undermines desired effects. The present research demonstrates that individuals who received a high prevalence of stereotyping message expressed more stereotypes than those who received a low prevalence of stereotyping message (Studies 1a, 1b, 1c, and 2) or no message (Study 2). Furthermore, working professionals who received a high prevalence of stereotyping message were less willing to work with an individual who violated stereotypical norms than those who received no message, a low prevalence of stereotyping message, or a high prevalence of counter-stereotyping effort message (Study 3). Also, in a competitive task, individuals who received a high prevalence of stereotyping message treated their opponents in more stereotype-consistent ways than those who received a low prevalence of stereotyping message or those who received a high prevalence of counter-stereotyping effort message (Study 4).