Crossed categorization and stereotyping: Structural analyses, effect patterns, and dissociative effects of context relevance

Based on the “Who said what?” paradigm, a new method is proposed for investigating social categorization and non-evaluative stereotype application in crossed categorization. The method is applied in 5 studies that manipulated relative context relevance of crossed age and gender categories. Social categorization is characterized by 2 indices: Relative subgroup memory assesses the amount of subgroup formation represented in memory, and relative category dominance the relative weight of each dimension of categorization. Both indices were affected by context relevance. There was strong evidence for social categorization at the subgroup level, whereas stereotype application followed a simple pattern of category dominance, in which only the context-relevant dimension exerted an effect. The results bear on current models of category-based impression formation and intergroup perception, and on category-activation cum stereotype-inhibition models.