Motivated reasoning with stereotypes: Activation, application, and inhibition

In this article, we review evidence showing that both the activation and th e application of stereotypes may be influenced by motivation. When an appli cable stereotype supports their desired impression of an individual, motiva tion can lead people to activate this stereotype, if they have not already activated it spontaneously. Motivation can also lead people to apply this s tereotype to individuals to whom they might not have applied it otherwise. On the other hand, when an applicable stereotype casts doubt over their des ired impression of an individual! motivation can lead people to inhibit the activation of this stereotype. Even if people are unable to inhibit its ac tivation, motivation may still lead them to inhibit its application to this individual. People pick and choose among the many stereotypes applicable t o an individual, activating those that support their desired impression of this individual and inhibiting those that interfere with it.