Based on the Stereotype Content Model, the current study uses dimensions of competence and warmth along with out-group specific stereotypical traits predicted by SDO, RWA and In-group ID to predict prejudice towards Jews and the elderly. Two groups of 101 non-Jewish, non-elderly American undergraduates and 199 Amazon Mturk workers completed a questionnaire. The study found that out-group specific stereotypes positively predicted envious prejudice towards Jews and paternalistic prejudice towards the elderly across both samples. Additionally, it was found that dimensions of competence and warmth were not consistent in predicting prejudice towards Jews and the elderly, however we still believe these stereotypes as relevant predictors of ambivalent styles of prejudice. Perceived status positively predicted stereotypes of competence across all samples and target groups. Perceived competition was significant in predicting stereotypes of warmth only with our Mturk sample, but not with our undergraduate sample. As a whole, it was determined that individual level predictors SDO, RWA and In-group ID were not relevant in predicting perceived competence, perceived warmth, and out-group specific stereotypes.

Previous research suggests that childfree and childless women are perceived more negatively than mothers. This study investigated attitudes based on parental status, race, and descriptive label. Undergraduate students (N = 386) were randomized to consider targets described as childless, childfree, or mothers/parents. Participants completed a personality characteristic rating scale, the competence and warmth scales of the Stereotype Content Model, an evaluation thermometer, a measure of pronatalism, and a Single Category Implicit Association Test. Childless and childfree women of all races were perceived more negatively than mothers, and women in all parental status groups were ambivalently stereotyped. Implicit attitudes favored parents and childfree targets; however, neither positive nor negative attitudes were demonstrated toward childless targets. Implicit and explicit attitudes were related yet distinct constructs for childless and childfree targets, but were unrelated for parents. With these findings, this study makes a unique contribution to the literature on childlessness and childfreedom.

There are several approaches to brand image measurement. The main aim of this thesis is to understand which of the two most common approaches, namely the personification and the direct approach, should be preferred. The personification approach adopts the brand = person metaphor (if the brand came to life as a person would s/he be trustworthy?), while the direct approach simply asks 'Do you think this brand is trustworthy?'. The main method used is to compare their explanations of typical outcomes (dependent variables) in a series of online surveys. Two different dimensions of brand image (warmth and competence) are considered for different types of brand (product, employer and corporate). The thesis uses the 'journal ready format' where a series of related papers form the main part of the work. This thesis adopts a quantitative approach and presents the results from four empirical studies. To compare the two approaches to brand image measurement, Study I (Journal Article I) compared two types of brands (product and corporate) and the two types of brand image measurement approach. In Study II and Study III (Journal Article II), the context was shifted to employer branding, when comparing the two approaches. The analysis of the first and the second studies showed no consistent pattern and no systematic advantage for the personified approach. Indeed the two types of measure appeared quite similar in many respects. When trying to explain the results, task difficulty emerged as a possible explanation and was investigated via Study III and Study IV (Journal Article III). Task difficulty was not lower for the personified approach as expected. While there is a rich body of brand image literature using either personification or direct measurement approaches, there is no research comparing them in the same context/setting to understand any differences between these approaches. Two main conclusions emerged from this research to contribute to the market research literature. This research shows that there is no systematic statistical benefit from adopting the personification approach. Task difficulty varied with age and education, but not as expected from the literature, a finding that might be considered in all survey research, not just that involving brand image.

Over the last fifty years, researchers in Status Characteristics Theory (SCT) have conclusively demonstrated that within task groups, status differences between members influence the emergence of a power and prestige hierarchy within the group. According to the theory, this is accomplished through the activation of stereotypical expectations of group members' abilities. However, relatively little research has directly examined the cognitive process associated with expectation formation. During this same period, scholars within diverse subfields of psychology have suggested that there are two fundamental dimensions along which social judgments are made. These two dimensions have been referred to by various names, including instrumentality and expressivity, agency and communality, and competence and warmth. The most recent exploration of this idea can be found in the field of cognitive science as part of the Stereotype Content Model (SCM). The purpose of the current research is to integrate the basic propositions of SCT with the cognitive process outlined in SCM. In doing so, I hope to situate SCT within an expansive body of existing research, while suggesting a number of potentially useful directions for future research in SCT.

This study experimentally examines how Americans’ structural perceptions of people from China predict stereotypes and emotions toward them using the theoretical perspective of the Extended SCM. We first ran a pilot study to ensure that our manipulations of the structural perceptions of Chinese power, goal compatibility, and cultural status were effective. We then conducted a between-participants experiment in which 105 students from a small liberal arts college read pseudo-news article excerpts. These articles were used to manipulate the structural perceptions of Chinese power and Chinese cultural status while emphasizing a competitive relationship between the United States and China throughout all experimental conditions. We assessed the causal relationships between outgroup cultural status, the stereotype of morality, and the intergroup emotion of contempt, as well as the causal relationships between outgroup power, the stereotype of competence, and contempt. Through ANOVA and regression analyses, we found no significant effect of cultural status on morality or contempt and no significant effect of power on competence or contempt. We expect that the low mean level and variability of contempt expressed by participants (M = 1.31, SD = .55) limited the results of this experiment. Future studies should make structural perception stimuli more influential on participants by using well-known authority figures to present structural information of outgroups. Also, researchers should measure contempt using less intense emotions, such as disdain and disrespect, which may limit social desirability and positivity biases in self-report surveys.

Previous research shows that perceptions, attitudes, and beliefs are cultivated via media exposure. A content analysis of stereotypical traits in five Nollywood movies in a five-year span examines the prevalent portrayals of women in the Nigerian movie industry – Nollywood, and the effect of these portrayals on reinforcement of stereotypical norms and perpetuation of gender disparity. Cultivation and Objectification theories were the theoretical frameworks for this study. Findings revealed no significant change in the stereotypical portrayals of women in the past five years. From the movies analyzed, Nollywood movies appear to remain persistent in typically depicting women as unambitious domestic servants. Applying Fiske’s stereotype content model, this study found that women are typically depicted as warm and incompetent, but cold and competent when they compete for same resources as the dominant group. With such portrayals in Nollywood movies, women are further subdued and beliefs that normalize these norms are cultivated.

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Utomeuropeiskt adopterades studieresultat skiljer sig enligt tidigare studier åt mellan adopterade med olika geografiskt ursprung. Studier har även visat att personer med rasifierade utseenden kan möta stereotypa föreställningar och rasism i utbildningssammanhang. Hur sådana situationer gestaltat sig och hanterats av adopterade med olika studieförmåga är däremot mindre känt. Syftet med föreliggande studie var att, med utgångspunkt i socialpsykologiska teorier om samspel mellan sociala identiteter, stereotyper och studieprestationer, söka fördjupad kunskap om hur adopterade med god studieförmåga har upplevt och hanterat stereotypa föreställningar i utbildningssammanhang. Totalt tio intervjuer med utomeuropeiskt adopterade kvinnor och transpersoner med akademisk examen undersöktes med tematisk analys. Fyra typer av strategier och deras effekter beskrevs; undvikande, accepterande, omorienterande och konfronterande. Dessutom beskrevs avsaknad av strategier och brist på stöd och resurser från omgivningen. Adopterade från Korea hade oftare mött positiva stereotypa föreställningar om sin teoretiska kompetens medan övriga adopterade hade mött negativa stereotypa föreställningar om sin förmåga. Resultatet talar för att inte enbart individuella egenskaper och förhållanden före adoptionen, utan även psykologiska och sociala aspekter i den adopterades nya kontext, kan ha betydelse för adopterades prestationer i utbildningssammanhang. Studien gav uppslag till möjliga interventioner.