On the parameters of associative strength: Central tendency and variability as determinants of stereotype accessibility

Abstract

The authors studied the determinants of associative strength of stereotypes. Based on the literature on associative learning and on assumptions derived from a functional view of stereotyping, the authors hypothesized that the strength of stereotypical associations was determined by two parameters: If (a) central tendency of a trait is high and (b) variability of a trait is low, associations are formed, and activating a social category leads to heightened accessibility of this trait. The authors tested their predictions in two experiments in which stereotype accessibility was measured. In Experiment 1, they investigated stereotype development. It was shown that associations between a social category and a trait attribute develop when central tendency is high and when variability is low. In Experiment 2, it was shown that existing stereotypes are also characterized by high central tendency and low variability. The implications of these results are discussed.