Functional Significance of Conflicting Age and Wealth Cross-Categorization: The Dominant Role of Categories That Violate Stereotypical Expectations

The purpose of the current study was to identify the functional significance of conflicting stereotypes and to identify the dominant category in such conflicts. In the present research we examined the conflicting crossed categories of age and wealth with regard to warmth and competence perceptions. It was found (Pilot Study and Study 1) that the old-rich targets presented a conflicting stereotype group in the perception of warmth, whereas young-poor targets presented a conflicting stereotype group in the perception of competence. In addition, the old stereotype dominated the warmth evaluation of old-rich targets, whereas the poor stereotype dominated the competence evaluation of young-poor targets. In Study 2, participants provided warmth and competence evaluations after they learned about the targets' behaviors which demonstrated high or low warmth and high or low competence. The results suggest that for the warmth evaluation of the old-rich target the category that did not match the behavior (i.e., contradicted the stereotype expectation) was more salient and drove judgments. However, the effect of stereotype expectation violation was not found in the competence evaluation of the young-poor target. The results are discussed in terms of their implications for understanding factors that activate and inhibit stereotyped perceptions.