DETERMINANTS OF IN-GROUP AND OUT-GROUP PERCEPTIONS OF HETEROGENEITY - AN INVESTIGATION OF SINO-AMERICAN STEREOTYPES

Research indicates that increased familiarity with a social category leads to greater category differentiation. Consequently, in-groups are perceived as more heterogeneous than out-groups and intergroup contact enhances perceived Out-grouP heterogeneity. In examining Sino-American stereotypes, this study considers two additional determinants of perceived heterogeneity. These are (a) perceptual responsiveness to the target group's objective level of heterogeneity, and (b) adjusting perceptions of heterogeneity to be evaluatively consistent with attitudes toward the target group. The results obtained from Chinese and American subjects indicate that responsiveness to objective differences between the in-group and out-group can override the tendency to perceive greater heterogeneity in the in-group. Furthermore, evaluative consistency mechanisms play an important and unique role in determining perceived out-group heterogeneity.