Stereotypes and Judgment Processes
The essence of the cognitive approach is that stereotyping is a functional, adaptive process that plays a central role in human social cognition. As Fiske (1989, p. 253) described, "stereotypers categorize because it requires too much mental effort to individuate." It was unclear from previous research whether this tendency simply reflects the mental sloth of social perceivers or their adaptive deployment of a sufficiently effective shortcut strategy. As Sherman and Corty (1984) emphasized, the many heuristic strategies of the social perceiver are likely to persist only insofar as they permit greater efficiency at acceptable levels of incurred costs. Most writings on the subject of stereotyping have understandably been focused on the costs incurred by the targets of social stereotyping, rather than the costs accruing to the stereotyping perceiver. It is likely that such costs are minimal under common, everyday conditions. Although there are clearly cases in which those who stereotype do pay a penalty (e.g., failing to hire the best job applicant because of gender stereotypes),
the act of stereotyping may typically produce errors that are more costly to others than to the perceiver him or herself. The present research has documented the benefits that perceivers may gain by the process of stereotyping—benefits that may often outweigh perceivers' own costs.
Evolution of Stereotypical Thinking
Assuming, if we may, that stereotypical thinking is a fundamental property of human inferential systems, then some challenging theoretical questions can be raised. The most basic of these concerns the origins and maintenance of an inferential system that actively sustains stereotype-based modes of thought. If stereotypic judgments are predominantly inaccurate and irrational, why do we continue to make them? The present results, together with related theorizing, provide insight into this puzzle.