Ziva Kunda

University of Waterloo

Title: The ebb and flow of stereotyping in interaction

Lazenby Hall, Room 21, at 4:00 PM

I propose that although stereotypes are often activated spontaneously as

soon as one encounters a stereotyped individual, their activation can

dissipate with time, as the encounter continues.  Their level of activation

at later stages of the interaction can depend on perceivers' goals, and may

fluctuate over the course of the interaction as a function of factors that

trigger these goals.  I will describe research showing that when

comprehension goals arise during an interaction, that is, one becomes

motivated to understand and predict one's interaction partner's behavior,

this can prompt the activation of stereotypes deemed likely to facilitate

such comprehension.  At end, I will show how this work fits into a more

general model of stereotype activation and use that also takes into account

the impact of other goals such as self-enhancement goals and the motivation

to avoid prejudice.