Motivated Reasoning With Stereotypes: Activation, Application, and Inhibition

Evidence showing that both the activation and the application of stereotypes may be influenced by motivation is reviewed, showing that when an applicable stereotype supports their desired impression of an individual, motivation can lead people to activate this stereotype, if they have not already activated it spontaneously.

Abstract

In this article, we review evidence showing that both the activation and the application of stereotypes may be influenced by motivation. When an applicable stereotype supports their desired impression of an individual, motivation can lead people to activate this stereotype, if they have not already activated it spontaneously. Motivation can also lead people to apply this stereotype to individuals to whom they might not have applied it otherwise. On the other hand, when an applicable stereotype casts doubt over their desired impression of an individual, motivation can lead people to inhibit the activation of this stereotype. Even if people are unable to inhibit its activation, motivation may still lead them to inhibit its application to this individual. People pick and choose among the many stereotypes applicable to an individual, activating those that support their desired impression of this individual and inhibiting those that interfere with it.