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The article focuses on highlighting the recent research showing that familiarity experience may also increase stereotyping contrary to common belief which states that instances of familiarity contribute solely to decreasing stereotypes. Furthermore, through quantities and qualitative analysis of an experiment conducted by the authors, the article stresses the importance of enhanced usability as an alternative explanation to heuristic processing as the process behind the above-mentioned phenomenon.
Heuristic Processing
In order to assess the effect of familiarity on stereotyping Smith, Miller, Maitner, Crump, Mackie (2006) carried out recent research and concluded that familiarity may actually increase stereotyping. They argued that people generally rely on stereotypes and acquired knowledge when making a judgment in order to take the burden off their cognitive resources in the presence of certain cues, especially so when familiar entities have to be judged as compared to unfamiliar ones. They attributed this behavior of human psychology to their belief that instances of familiarity act as such cues, and thus they trigger heuristic processing in people which ultimately leads to an increase in stereotyping.
Enhanced Knowledge Usability
Hafner and Stapel, the authors of this article agreed with the effect hypothesis of the research carried out by Smith et al.(2006) but prompted by no clear evidence for the process hypothesis (that heuristic processing is responsible for the relationship between familiarity and stereotyping) they offered an alternative explanation, that the increase in stereotyping can also be explained by Enhanced Usability of Information rather than being solely attributed to Heuristic Processing. Furthermore, Hafner and Stapel argued that instances of Familiarity could both instigate an Increase or Decrease in stereotyping and this phenomenon depends upon the presence or absence of categorical/stereotypical knowledge at the time of making a judgment.
Experimentation and Research
To test the statement that heuristic processing leads to an Increase in stereotype formation regardless of the presence of Categorical information, Hafner and Staple carried out an experiment that was similar to the original experiment conducted by Smith et al.(2006) concerning some aspects. They hypothesized that while the presence of categorical information at the time of familiarity would bring about an increase in stereotyping regardless of the fact whether heuristic Processing or Judged Usability is in effect, however, the absence of categorical information at the time of a familiar experience, might trigger the enhancement of the judged/enhanced usability of Individuating information if any is available and hence it would lead to a decrease in stereotyping.
Results and Conclusion
The result of the experiment supports the reasoning that familiar experiences serve as cues that trigger the usability of the information at hand. Thus if a person is exposed to the categorical information in a familiar event then the judged usability would lead to the use of that stereotypical information and ultimately lead to an increase in stereotyping. Similarly, if a person does not come into contact with any categorical information and instead is exposed to counter-stereotypical information then judged usability of the information at hand will result in a decrease in stereotyping. Therefore this article proves that familiarity can lead to an increase and (or) decrease in stereotyping and provides us with a framework based on which we can evaluate the effect of familiarity on stereotyping.
References
“Familiarity Can Increase (and Decrease) Stereotyping: Heuristic Processing or Enhanced Knowledge Usability”. Social Cognition; 2009, Vol. 27 Issue 4, p615-622, 8p
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