Sonia K. Kang

Personalized Persuasion Tailoring Persuasive Appeals to Recipients’ Personality Traits

Persuasive messages are more effective when they are custom-tailored to reflect the interests and concerns of the intended audience. Much of the message-framing literature has focused on the advantages of using either gain or loss frames, depending on the motivational orientation of the target group. In the current study, we extended this research to examine whether a persuasive appeal’s effectiveness can be increased by aligning the message framing with the recipient’s personality profile. For a single product, we constructed five advertisements, each designed to target one of the five major trait domains of human personality. In a sample of 324 survey respondents, advertisements were evaluated more positively the more they cohered with participants’ dispositional motives. These results suggest that adapting persuasive messages to the personality traits of the target audience can be an effective way of increasing the messages’ impact, and highlight the potential value of personality-based communication strategies.

The Moderating Role of Age-Group Identification and Perceived Threat on Stereotype Threat among Older Adults

Although research has shown that older adults are negatively affected by aging stereotypes, relatively few studies have attempted to identify those older adults who may be especially susceptible to these effects. The current research takes steps toward identifying older adults most susceptible to the effects of stereotype threat and investigates the consequence of stereotype threat on the well-being of older adults. Older adults were tested on their recall of a prose passage under normal or stereotype threatening conditions. Memory decrements for those in the threat condition were moderated by perceived stereotype threat such that greater decrements were seen for those who reported greater perceived threat. A similar pattern was observed for negative emotion, such that those in the threat condition who reported higher perceptions of threat experienced a greater decrease in positive emotions. Age group identification also proved to be an important factor, with the strongly identified performing worse than the weakly identified. As well, high age-group identification buffered some of the negative affective consequences associated with stereotype threat, which is consistent with some models of coping with stigma.

Mechanisms of Identity Conflict Uncertainty, Anxiety, and the Behavioral Inhibition System

Social identities are associated with normative standards for thought and action, profoundly influencing the behavioral choices of individual group members. These social norms provide frameworks for identifying the most appropriate actions in any situation. Given the increasing complexity of the social world, however, individuals are more and more likely to identify strongly with multiple social groups simultaneously. When these groups provide divergent behavioral norms, individuals can experience social identity conflict. The current manuscript examines the nature and consequences of this socially conflicted state, drawing upon advances in our understanding of the neuropsychology of conflict and uncertainty. Identity conflicts are proposed to involve activity in the Behavioral Inhibition System, which in turn produces high levels of anxiety and stress. Building upon this framework, four strategies for resolving identity conflict are reviewed.

Whitened Résumés: Race and Self-Presentation in the Labor Market

Using interviews, a laboratory experiment, and a résumé audit study, we examine racial minorities’ attempts to avoid anticipated discrimination in labor markets by concealing or downplaying racial cues in job applications, a practice known as “résumé whitening.” Interviews with racial minority university students reveal that while some minority job seekers reject this practice, others view it as essential and use a variety of whitening techniques. Building on the qualitative findings, we conduct a lab study to examine how racial minority job seekers change their résumés in response to different job postings. Results show that when targeting an employer that presents itself as valuing diversity, minority job applicants engage in relatively little résumé whitening and thus submit more racially transparent résumés. Yet our audit study of how employers respond to whitened and unwhitened résumés shows that organizational diversity statements are not actually associated with reduced discrimination against unwhitened résumés. Taken together, these findings suggest a paradox: minorities may be particularly likely to experience disadvantage when they apply to ostensibly pro-diversity employers. These findings illuminate the role of racial concealment and transparency in modern labor markets and point to an important interplay between the self-presentation of employers and the self-presentation of job seekers in shaping economic inequality.

The Development and Validation of the Age-Based Rejection Sensitivity Questionnaire

PURPOSE There is much evidence suggesting that older adults are often negatively affected by aging stereotypes; however, no method to identify individual differences in vulnerability to these effects has yet been developed. The purpose of this study was to develop a reliable and valid questionnaire to measure individual differences in the tendency to anxiously expect, readily perceive, and intensely react to age-based rejection among older adults: the Age-Based Rejection Sensitivity Questionnaire (RSQ-Age). DESIGN AND METHODS A pilot sample of older adults was asked to identify situations in which negative outcomes related to being an older adult might occur. From these responses, 58 scenarios representing 8 domains and themes were identified. Thirty initial items were created from this pool of scenarios, and this 30-item RSQ-Age underwent intensive testing and refinement to create the final 15-item RSQ-Age. The 15-item RSQ-Age was assessed for internal and test-retest reliability, as well as construct validity. RESULTS Results revealed that the RSQ-Age has good internal (alpha = .91) and test-retest, r(72) = .74, p < .01, reliability and is a valid measure of age-based rejection sensitivity (RS). Construct validity was supported by correlations with personal RS, age-based stigma consciousness, self-consciousness, awareness of ageism, and self-esteem. IMPLICATIONS The RSQ-Age is a useful measure for researchers and health care workers interested in the relationships between expectancy, perceptions, and reactions to age-based stigma and subsequent cognitive, behavioral, and health-related consequences.

Stigma Building Blocks: How Instruction and Experience Teach Children About Rejection by Outgroups

Gaining an understanding of intergroup relations and outgroup rejection is an important childhood development. Children learn about rejection by outgroups via their own experiences and external instruction. A comparison of the impact of experience and instruction on first-, third-, and fifth-grade children’s evaluations of rejection by outgroups in a minimal-groups paradigm suggests that the relative impact of experience and instruction differs as children age. In Study 1, younger children were more influenced by instruction, and older children were more influenced by what they experienced for themselves. In Study 2, younger children were more influenced by instruction, even when that instruction conflicted with what they experienced; older children were more influenced by their own experiences, even when those experiences contradicted what they were told to expect. These findings suggest that children begin learning about outgroup rejection through instruction but start to rely more on their own experiences as they age.

Folk beliefs about genetic variation predict avoidance of biracial individuals.

People give widely varying estimates for the amount of genetic overlap that exists between humans. While some laypeople believe that humans are highly genetically similar to one another, others believe that humans share very little genetic overlap. These studies examine how beliefs about genetic overlap affect neural and evaluative reactions to racially-ambiguous and biracial targets. In Study 1, we found that lower genetic overlap estimates predicted a stronger neural avoidance response to biracial compared to monoracial targets. In Study 2, we found that lower genetic overlap estimates predicted longer response times to classify biracial (vs. monoracial) faces into racial categories. In Study 3, we manipulated genetic overlap beliefs and found that participants in the low overlap condition explicitly rated biracial targets more negatively than those in the high overlap condition. Taken together, these data suggest that genetic overlap beliefs influence perceivers’ processing fluency and evaluation of biracial and racially-ambiguous individuals.

Power Affects Performance When the Pressure Is On Evidence for Low-Power Threat and High-Power Lift

The current research examines how power affects performance in pressure-filled contexts. We present low-power-threat and high-power-lift effects, whereby performance in high-stakes situations suffers or is enhanced depending on one’s power; that is, the power inherent to a situational role can produce effects similar to stereotype threat and lift. Three negotiations experiments demonstrate that role-based power affects outcomes but only when the negotiation is diagnostic of ability and, therefore, pressure-filled. We link these outcomes conceptually to threat and lift effects by showing that (a) role power affects performance more strongly when the negotiation is diagnostic of ability and (b) underperformance disappears when the low-power negotiator has an opportunity to self-affirm. These results suggest that stereotype threat and lift effects may represent a more general phenomenon: When the stakes are raised high, relative power can act as either a toxic brew (stereotype/low-power threat) or a beneficial elixir (stereotype/high-power lift) for performance.

Comparing young and older adults' perceptions of conflicting stereotypes and multiply-categorizable individuals.

Individuals can be simultaneously categorized into multiple social groups (e.g., racial, gender, age), and stereotypes about one social group may conflict with another. Two such conflicting stereotype sets are those associated with older adults (e.g., frail, kind) and with Black people (e.g., violent, hostile). Recent research shows that young adult perceivers evaluate elderly Black men more positively than young Black men, suggesting that components of the elderly stereotype moderate the influence of conflicting Black stereotypes (Kang & Chasteen, 2009). The current research begins to examine whether this pattern of perceiving multiply-categorizable individuals is maintained among older adults or altered, perhaps due to aging-related cognitive and motivational changes. In three studies using different targets and evaluative tasks, both young and older participants showed evidence of an interplay between Black and elderly stereotypes, such that they perceived elderly Black targets more positively than young Black targets. A similar pattern was observed when assessing emotion change (Study 1), making ratings of warmth and power in the past, present, and future (Study 2), and when directly comparing young and old Black and White targets on traits related to warmth and power (Study 3). The absence of age differences suggests that evaluation of multiply-categorizable targets follows comparable underlying patterns of stereotype activation and inhibition in younger and older adults.