EVERYDAY BASE RATES (SEX STEREOTYPES) - POTENT AND RESILIENT

Undergraduate Ss studied photographs of students and estimated the heights of the pictured models. Contrary to reports of base-rate neglect, sex stereotypes regarding height (the implicit recognition that men are normally taller than women) significantly affected these estimates, even when the targets' actual height was statistically controlled. Base rates were especially influential when information about targets was ambiguous, that is when targets were pictured seated. These baserate effects were robust, remaining significant and substantial despite efforts to lessen their magnitude. Attempts to reduce base-rate effects by encouraging Ss to strive for accuracy, discouraging their reliance on the target's sex (as a cue), or offering cash rewards for accuracy did not succeed. Informing Ss that for the sample to be judged, sex would not predict targets' heights attenuated the base-rate effect, although it remained highly significant.