The Effects Of Multiple Social Categorization On Impression Evaluation

This paper uses three studies to apply multiple categorization strategy to interpersonal contexts,and discusses the effects of multiple categorization on impression evaluation and it’s moderator.Study 1 compared the effects of simple categorization and multiple categorization on impression evaluation by presenting different identity information.The results of independent sample t-test found that the impression evaluation under simple categorization condition is more stereotyped,and multiple categorization can improve the overall impression evaluation.Study 2 further explored the effects of the nature of multiple categorization on impression evaluation based on Study 1.Using identity expansion task and direct presentation method,we compared the effects of stereotyped multiple categorization and non-stereotyped multiple categorization on overall impression evaluation,stereotype content,interpersonal decision-making,and willingness to communicate.The results of the direct presentation method found that non-stereotyped multiple categorization can enhance impression evaluation,communication willingness,and improvement of stereotypes,while stereotyped multiple categorizations may instead reinforce stereotype.Study 3 used 3(categorization:simple categorization,multiple matched categorization,multiple unmatched categorizations)*2(target identity:ingroup member,outgroup member)in-subject design to examine the moderating effect of the relationship between the evaluator and the target.It was found that the relationship between the evaluator and the target modifies the effects of multiple categorization on the impression evaluation.The multiple categorization significantly improved the overall impression of the outgroup members.Based on the results of the three studies,the following conclusions are drawn:Compared with simple categorization,multiple categorization are beneficial to improve impression evaluation and interpersonal willingness,and reduce stereotype.When using multiple categorization strategy alone,attention should be paid to the diversity of categories in order to prevent the stereotyped association of categories from having a negative effect.The effect of multiple categorization on the evaluation of impression is regulated by the identity of the target,and the positive effect of multiple categorization is even more pronounced when the target is an outgroup member.