On the Control Over Stereotype Activation and Stereotype Inhibition

Stereotypes are known to influence how we think about (judge, feel, plan, attend to, remember), and act toward, others. Stereotyping is typically described as pervasive in society for a variety of reasons, one of which being that the cognitive processes that initiate stereotyping occur effortlessly, without conscious intent, and without awareness. That is, upon encountering members of stereotyped groups, we ‘uncontrollably’ have stereotypes of those groups retrieved and held accessible in a state of perceptual readiness. This occurs without our knowledge or awareness of the stereotype’s ‘primed’ status, and thus our lacking awareness of its potential to influence how we respond. The current article explores various ways this implicit process of stereotype activation is controlled. Despite the fact that stereotype activation happens with ease, and outside of awareness, control processes also operate with ease, and outside of awareness. The review illustrates a variety of ways in which a stereotype may not be triggered (and thus downstream stereotyping of a person controlled) upon encountering a person. The dominant response to a person, stereotypic or not, is determined by the goals the individual perceiver has upon entering the interpersonal encounter. Many goals relevant to interpersonal interaction promote stereotyping. However, stereotype promotion is a form of stereotype control, and if control can be exhibited in the form of promotion, it should also be demonstrable in the form of prevention. Indeed, goals that are incompatible with stereotyping yield dominant responses to having encountered a member of a stereotyped group that does not involve activation of, and may involve inhibition of, stereotypes.