The Affective Structure of Stereotype Content

Abstract

Affect control theory and the stereotype content model share explanatory goals and employ compatible measurement strategies but have developed in largely separate literatures. The present article examines the models’ commensurability and discusses new insights that can be gained by comparing theories. We first demonstrate that the unique measurement dimensions used by each theory (evaluation/potency/activity vs. warmth/competence) describe much of the same semantic content. We then show how simulation techniques developed by affect control theorists can be applied to the study of interactions with stereotyped groups. These simulations indicate broad consistencies between the theories’ predictions but highlight three distinctive emphases of affect control theory. Specifically, affect control models predict that actors are motivated to behave in ways that (1) are consistent with self-meanings, (2) maintain cultural norms about the suitability of behaviors and emotions to role relations, and (3) account for behavior and emotion in prior interactions.