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Personality and Social Psychology Bulletin, Vol. 26, No. 5, 594-604 (2000)
DOI: 10.1177/0146167200267007

Maintaining Cultural Stereotypes in the Serial Reproduction of Narratives

Yoshihisa Kashima

La Trobe University, y.kashima{at}psych.unimelb.edu.au

Recent social cognition research showed that the individual often recalls stereotype-inconsistent (SI) information better than stereotype-consistent (SC) information. By contrast, classical studies in social psychology suggest that SC information is retained well in the collective remembering where a number of individuals are involved in the reproduction of stories. In the present experiment, individual and collective remembering were examined. A story about a man and a woman who exhibited gender-stereotype-relevant behaviors was transmitted through five-person communication chains. Although participants in earlier positions of the chains reproduced SI information more than SC information under some circumstances, SC information was retained better than SI information toward the end of the chains regardless. The stability of cultural stereotypes was discussed in terms of the tendency for collective information processing to favor the retention of information shared among individuals.


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