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What the Disinterested Perceiver Overlooks: Goal-Directed Social Categorization

Cardiff University

C. Neil Macrae

University of St. Andrews

Previous research has suggested that initial categorization of a target is a rapid, automatic process that occurs relatively independently of attentional and motivational factors. Further processing requires both perceiver interest in the target and sufficient attentional resources. The present study investigated the effects of information-processing goals on the categorization process. With one of three information-processing goals in place-accountability to a third party, estimation of the target's height, or inspection of the videotape's clarity-subjects watched a videotape of a businesswoman. Target categorization was measured usinga lexical decision task. The results demonstrated that whereas subjects in aU conditions categorized the target at a superordinate level (i.e., woman), accountable subjects also categorized the target at a more differentiated subtype level (ie., businesswoman). The authors consider these findings in the context of contemporary models of stereotyping and impression formation.

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