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Stereotype content model across cultures: towards universal similarities and some differences - PubMed

Comparative Study

Stereotype content model across cultures: towards universal similarities and some differences

Amy J C Cuddy et al. Br J Soc Psychol. 2009 Mar.

Abstract

The stereotype content model (SCM) proposes potentially universal principles of societal stereotypes and their relation to social structure. Here, the SCM reveals theoretically grounded, cross-cultural, cross-groups similarities and one difference across 10 non-US nations. Seven European (individualist) and three East Asian (collectivist) nations (N=1,028) support three hypothesized cross-cultural similarities: (a) perceived warmth and competence reliably differentiate societal group stereotypes; (b) many out-groups receive ambivalent stereotypes (high on one dimension; low on the other); and (c) high status groups stereotypically are competent, whereas competitive groups stereotypically lack warmth. Data uncover one consequential cross-cultural difference: (d) the more collectivist cultures do not locate reference groups (in-groups and societal prototype groups) in the most positive cluster (high-competence/high-warmth), unlike individualist cultures. This demonstrates out-group derogation without obvious reference-group favouritism. The SCM can serve as a pancultural tool for predicting group stereotypes from structural relations with other groups in society, and comparing across societies.

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Figures

Figure 1
Figure 1

Group competence–warmth stereotypes (Fiske et al., 2002, Study 3). Key: Stars indicate cluster centres. H, M, and L, respectively, indicate high, medium, and low; W, warmth; C, competence.

Figure 2
Figure 2

Preliminary study, Belgian students rating groups identified by US samples, five-cluster solution. Key: Stars indicate cluster centres. HC–HW, high-competence/high-warmth; HC–LW, high-competence/low-warmth; LC–HW, low-competence/high-warmth; LC–LW1, low-competence/low-warmth 1; LC–LW2, low-competence/low-warmth.

Figure 3
Figure 3

Study 1, EU nations, three-cluster solution. Key: Stars indicate cluster centres. In-group ratings, which are not reflected in the aggregated ratings, are separate, italicized, and in larger font. HC–LW, high-competence/low-warmth; HHC–LLW, highest-competence/lowest-warmth; LC–HW, low-competence/high-warmth.

Figure 4
Figure 4

(a) Study 2, Hong Kong, four-cluster solution. Key: Stars indicate cluster centres. HC–LW, high-competence/low-warmth; LC–HW, low-competence/high-warmth; MC–MW, middle competence–middle warmth; LC–LW, low-competence/low-warmth. (b) Study 2, Japan, five-cluster solution. Key: Stars indicate cluster centres. HC–LW, high-competence/low-warmth; LC–HW, low-competence/high-warmth; HHC–LLW, highest-competence/lowest-warmth; LC–LW1, low- competence/low-warmth 1; LC–LW2, low-competence/low-warmth 2. (c) Study 2, South Korea, four-cluster solution. Key: Stars indicate cluster centres. HC–LW1, high-competence/low-warmth 1; HC–LW2, high-competence/low-warmth 2; LC–HW, low-competence/high-warmth; LC–LW, low-competence/low-warmth.

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