Hidden profiles and the consensualization of social stereotypes: how information distribution affects stereotype content and sharedness

We examined the impact of the distribution of information regarding social groups on the formation of shared stereotypes within triads in two studies. Three‐person groups discussed which of three groups (A, B, and C) was the most able and the most sociable. In Study 1, some of the information about these three groups was available to all group members (shared) whereas the remainder was distributed among group members (unique). Based on the total profile, there was more evidence of group A being sociable and of group B being able than of A being able and B sociable. In Study 1 (n = 58), sampling was manipulated as ‘representative’ (information in line with the overall differences was shared) or ‘unrepresentative’ (only information contradicting these differences was shared). In a third condition, all items of information were shared. Emerging stereotypes were directly influenced by sampling of information independently of the discussion. As well as this, the discussion consensualized initial stereotypes. In Study 2 (n = 52), sampling was always unrepresentative and we manipulated the labels associated with the target groups in such a way that the stereotype associated with the label was either inconsistent or consistent with the overall differences between the target groups. In the inconsistent condition, participants were more likely to discuss information that violated stereotypical expectations, and to be less influenced by sampling as a result of discussion. Altogether, these findings suggest that information sampling directly affects the consensualization of social stereotypes. Copyright © 2003 John Wiley & Sons, Ltd.