Gender typed advertisements and impression formation: The role of chronic and temporary accessibility

Tested the effects of chronic and temporary sources of accessibility on impression formation. Although some research suggests that chronicity amplifies temporary effects because of greater susceptibility to external primes (EPs), other research suggests that chronicity masks temporary effects because of redundance. We demonstrate in a thought listing study that in the domain of gender stereotypes, trait stereotypes may be routinely applied by Ss with a medium or high tendency to stereotype (TS) women, making EPs redundant. Based on this redundancy, we proposed that gender stereotypical primes (GSPs) will have little influence on subsequent judgments of Ss with a medium or high tendency to gender stereotype. In contrast, GSPs will result in the classic assimilation effect for Ss with a low tendency to gender stereotype. We tested these propositions in the domain of female role portrayals in advertising and examined the effect of advertisements that feature women as homemakers (vs. do not feature women) on trait judgments of a target woman whose behaviors are ambiguously described. As predicted by the redundancy hypothesis, judgments of medium and high TS Ss are not affected by advertisements portraying homemakers. Judgments of low TS Ss are assimilated to the homemaker prime. (PsycINFO Database Record (c) 2007 APA, all rights reserved)