How Do Stereotypes Influence Choice?

Abstract

In the study reported here, I tracked one process through which stereotypes affect choice. The Implicit Association Test (IAT) and a measurement of predecisional information distortion were used to assess the influence of the association between male gender and career on the evaluation of information related to the job performance of stereotypical targets (male) and nonstereotypical targets (female). When the IAT revealed a strong association between male gender and career and the installed leader in the choice process was a stereotypical target, decision makers supported the leader with more proleader distortion; when the IAT revealed a strong association between male gender and career and the installed leader in the choice process was a nonstereotypical target, decision makers supported the trailer with less antitrailer distortion. A stronger association between male gender and career therefore resulted in an upward shift of the evaluation related to the stereotypical target (both as a trailer and a leader), which subsequently biased choice.