Encoding Flexibility Revisited: Evidence for Enhanced Encoding of Stereotype-Inconsistent Information Under Cognitive Load

Abstract

This experiment tested two key components of the Encoding Flexibility Model of stereotyping. Results demonstrated that a cognitive load increased the attention paid to stereotype-inconsistent information, and decreased the attention paid to stereotype-consistent information. Cognitive load also enhanced the perceptual encoding of inconsistent information while diminishing the perceptual encoding of consistent information. Implications of these results for the role of efficiency and the interaction of motivation and ability in social cognition are discussed.The idea that stereotypes perpetuate themselves through confirmatory biases has attained the status of an axiom of social psychology. This principle is affirmed in every major social psychology textbook, and is a central organizational theme in prominent reviews of the stereotyping literature (e.g., Fiske, 1998;Hamilton & Sherman, 1994;Hilton & von Hippel, 1996). A common corollary to this theme is the notion that these confirmatory biases ought to be particularly evident when perceivers suffer from diminished processing capacity.One such bias concerns the processing of stereotype-consistent and inconsistent information. It has been suggested that, particularly when processing resources are depleted, consistent information is more thoroughly attended to and encoded than inconsistent information. This proposal originates from two separate considerations. First, because it fits with an existing expectancy, stereotype-consistent information is simply easier to

Mémorisation des parrains : l’influence de la congruence du parrainage réexaminée à l’aide du modèle de flexibilité de l’encodage

“…This model had already been validated for encoding schemas in social psychology (Sherman, Conrey and Groom, 2004;Sherman et al, 1998) and is among the models that questions theories based on a cognitive miser system such as the schematic filtering model (e.g. Taylor and Crocker, 1981).…”

“…The encoding flexibility model was developed by Sherman and his colleagues (Sherman, Conrey and Groom, 2004;Sherman and Frost, 2000;Sherman et al, 1998) to explain the relative encoding of congruent and incongruent information with regard to schemas when opportunity to process a message is low. It should be possible to apply this model to sponsorship.…”

“…However, when sponsors are competing for attention, incongruent sponsorships should attract more attention (Sherman, Conrey and Groom, 2004). Spectators should devote very little attention to congruent sponsors; just enough to reactivate existing links in memory between the brand, product category and type of event.…”

“…The main aim of this article is to reassess the impact of congruence on sponsor memorisation from a robust theoretical foundation. The encoding flexibility model, which has been validated in social psychology for stereotypes (Sherman, Conrey and Groom, 2004;Sherman et al, 1998), is introduced and combined with the associative network model (Srull, 1981;Stangor and McMillan, 1992). These theoretical frameworks postulate that the influence of congruence on memorisation depends on the opportunity to process the message, i.e.…”

When expectancies harm comprehension: Encoding flexibility in impression formation

“…The model posits that this role for expectancies is most evident when cognitive resources are scarce. Under these conditions, the asymmetries between expectancy-congruent and incongruent information, for conceptual versus data-driven encoding processes, are considerably accentuated (see Sherman, Conrey, & Groom, 2004;Sherman et al, 1998).…”