Within-culture variation in the content of stereotypes: Application and development of the stereotype content model in an Eastern European culture

Abstract

There is little and unsystematic evidence about whether the content of stereotypes can vary within a culture. Using the Stereotype Content Model (SCM) as a theoretical framework, in two studies we examined the content of stereotypes in an Eastern European culture, namely Romania. Data were collected from four regions prototypical in terms of economic and social development in Romania, and we examined whether the content of stereotypes varies across these regions. As expected, the findings confirm the applicability of the SCM in Romania to reveal culture-specific stereotypes and provide initial support for within-culture variation in the content of stereotypes. We discuss, in particular, possible reasons for two main findings: a strong one-dimensional structure of stereotypes, and regional differences in stereotype content.