Target entitativity: Implications for information processing about individual and group targets

It is hypothesized that perceptions of entitativity (i.e., seeing social targets as possessing unity and coherence) have important implications for how one organizes information about, and forms impressions of, individual and group targets. When perceivers expect entitativity, they should form an integrated impression of the target, resulting in on-line judgments. However, when perceivers expect little entitativity, they should not process target-relevant information in an integrative fashion, resulting in memory-based judgments. Although many factors affect perceptions of entitativity, the current study focused on expectations of similarity and behavioral consistency. It was predicted that in general, perceivers expect greater entitativity for individual than group targets. However, when explicitly provided with similar expectancies of entitativity, information processing would be similar for both individual and group targets. Two experiments supported these predictions, using recall, memory-judgment correlation, and illusory correlation measures.