Familiarity can increase stereotyping

Two experiments show that repeated exposure to information about a target person reduces individuation and thereby increases stereotyping of the target person based on social group memberships. The effect is not due to familiarity-induced liking (the mere exposure effect), nor is it mediated by increased accessibility of the target’s social category, nor by increases in perceived social judgeability. The results are most consistent with the use of feelings of familiarity as a regulator of processing mode, such that familiar objects receive less systematic or analytic processing. In everyday life, frequent exposure to another person ordinarily produces not only familiarity but also liking, individuated knowledge, and friendship, factors that may effectively limit stereotyping. But when previous exposure is unconfounded from these other factors, its effect can be to increase stereotyping.