The effect of research method type on stereotypes’ content: A brief research report

Daniel David, Aurelian Bizo, Alina Ioana Cimpean, Horea Oltean, Roxana Cardos, Radu Soflau, Alexandra Voinescu

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

Stereotype Content Model (SCM) emphasizes the content rather than the underlying processes of the stereotypes and the content might be influenced by several cultural dimensions (e.g., individualism vs. collectivism). The main dimensions of SCM—namely warmth and competence—underlying various contents are assumed to be universal. However, from a cognitive science paradigm, we argue that different research methods (i.e., data collections and data analysis) might also yield different stereotype contents that might impact the universality versus specificity problem in the SCM. Indeed, using a sample from a collectivistic country (i.e., Romania), we found that using different methods in data collection (i.e., unstructured vs. semi-structured vs. structured interview) and different methods of data analysis (i.e., availability vs. accessibility scores) might be an important research strategy to counter artefacts and confusions in the universality versus specificity problem related to the SCM. Theoretical and practical implications are discussed.
Original languageEnglish
Pages (from-to)379-392
Number of pages14
JournalThe Journal of Social Psychology
Volume158
Issue number3
Early online date4 Oct 2017
DOIs
Publication statusPublished - 2018

Keywords

  • cognitive science
  • research method
  • stereotypes
  • stereotype content model

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