STEREOTYPES ON CAMPUS - HOW CONTACT AND LIKING INFLUENCE PERCEPTIONS OF GROUP DISTINCTIVENESS

In two studies, subjects' stereotypes of various campus groups were assessed using a content‐free, cognitive methodology in which stereotypes are defined as “generalizations about a class of people that distinguish that class from others” (McCauley, Stitt, & Segal, 1980, p. 197). In an effort to predict strength of stereotypes, four main findings emerged: (a) contact with a group's members was associated with increased liking of the group; (b) contact predicted increased stereotype strength; (c) liking a group was associated with decreased stereotype strength; and (d) over time, the strength of stereotypes tended to decrease. These data are discussed in regard to the contact hypothesis (Airport, 1954; Amir, 1969; Cook, 1978,1984), the role of positive affect in altering cognitive organization, and more generally, to the issue of stereotype development. Copyright © 1990, Wiley Blackwell. All rights reserved