THE ROLE OF CATEGORY SALIENCE IN THE CROSS CATEGORIZATION PARADIGM

Abstract

The present study attempted provide support for the theoretical proposition that category salience moderates the pattern of evaluations in scenarios where multiple categorization rules are operational. In addition, the study attempted to identify whether ingroup favouritism or outgroup derogation was the driving force behind the evaluative biases identified in these settings. Furthermore, due to criticisms of existing methodology for assessing evaluations in these settings, an attempt was made to formulate a new implicit methodology based upon response latencies as the index of biase. Results however, proved inconclusive. Consequently, possible explanations for the lack of empirical success were outlined and directions for future research indicated.