Stereotypisches Inhaltsmodell

Stereotypes of others—the out-groups—aren’t necessarily bad. When people attempt to relate to another group, they may experience mixed feelings that create ambivalent biases.

According to the stereotype content model, an individual may stereotype social groups based on the perception of two factors: warmth—whether a group is viewed as friendly—and competence, or how capable that group is perceived.

For example, during his workday a lawyer encounters diverse groups of people. He stereotypes his secretary as warm—she is friendly and helpful—but not competent, as she is “average” and lacks a law degree. This leads to him feeling sympathy towards her—like a paternalistic pity.

In contrast, he categorizes the firm’s top female lawyer as highly competent—she is educated, assertive and successful—but not warm, as she competes with him for cases. This inspires envy.

However, when his boss’s wife—a philanthropist—visits him, he views her as both warm and competent. He notes her generosity, along with her non-threatening nature, since she does not interfere with his work. As a result, he voices his admiration.

Finally, on his way home, the lawyer meets a homeless woman, who he perceives as highly incompetent—incapable of doing anything useful for society. He also does not see her as being warm; she’s asking for change and must not have good intentions. This leads to contempt.

Thus, how a person stereotypes different people falls into four “content of character” classifications—low competence and warmth; high competence and warmth; or a mix of these factors, high on one dimension and low on the other, which results in ambivalence.

In addition, each category elicits a specific type of prejudiced emotion, which ultimately may be used to predict the types of discrimination that specific groups face.