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Growing globalisation of the world draws attention to cultural differences between people from different countries or from different cultures within the countries. Notwithstanding the diversity of people’s worldviews, current cross-cultural research still faces the challenge of how to avoid ethnocentrism; comparing Western-driven phenomena with like variables across countries without checking their conceptual equivalence clearly is highly problematic. In the present article we argue that simple comparison of measurements (in the quantitative domain) or of semantic interpretations (in the qualitative domain) across cultures easily leads to inadequate results. Questionnaire items or text produced in interviews or via open-ended questions have culturally laden meanings and cannot be mapped onto the same semantic metric. We call the culture-specific space and relationship between variables or meanings a ’cultural metric’, that is a set of notions that are inter-related and that mutually specify each other’s meaning. We illustrate the problems and their possible solutions with examples from quantitative and qualitative research. The suggested methods allow to respect the semantic space of notions in cultures and language groups and the resulting similarities or differences between cultures can be better understood and interpreted.
Social perception studies have revealed that smiling individuals are perceived more favourably on many communion dimensions in comparison to nonsmiling individuals. Research on gender differences in smiling habits showed that women smile more than men. In our study, we investigated this phenomena further and hypothesised that women perceive smiling individuals as more honest than men. An experiment conducted in seven countries (China, Germany, Mexico, Norway, Poland, Republic of South Africa and USA) revealed that gender may influence the perception of honesty in smiling individuals. We compared ratings of honesty made by male and female participants who viewed photos of smiling and nonsmiling people. While men and women did not differ on ratings of honesty in nonsmiling individuals, women assessed smiling individuals as more honest than men did. We discuss these results from a social norms perspective.
Aversion to loanwords may express itself in various ways: deliberate and motivated by ideology of linguistic purism or more implicit and motivated by the strength of one’s national identification and ethnolinguistic vitality. A study of Polish philology students assessed their tendency to choose loanwords versus synonymous native words. The results supported a two-path model of linguistic purism. Social identity (strength of identification) directly predicted avoidance of loanwords, whereas ideological concerns (conservative political views) predicted it indirectly, through purist ideology.
Most research on ethnicity has focused on visual cues. However, accents are strong social cues that can match or contradict visual cues. We examined understudied reactions to people whose one cue suggests one ethnicity, whereas the other cue contradicts it. In an experiment conducted in Germany, job candidates spoke with an accent either congruent or incongruent with their (German or Turkish) appearance. Based on ethnolinguistic identity theory, we predicted that accents would be strong cues for categorization and evaluation. Based on expectancy violations theory we expected that incongruent targets would be evaluated more extremely than congruent targets. Both predictions were confirmed: accents strongly influenced perceptions and Turkish-looking German-accented targets were perceived as most competent of all targets (and additionally most warm). The findings show that bringing together visual and auditory information yields a more complete picture of the processes underlying impression formation.
Prejudice against a social group may lead to discrimination of members of this group. One very strong cue of group membership is a (non)standard accent in speech. Surprisingly, hardly any interventions against accent-based discrimination have been tested. In the current article, we introduce an intervention in which what participants experience themselves unobtrusively changes their evaluations of others. In the present experiment, participants in the experimental condition talked to a confederate in a foreign language before the experiment, whereas those in the control condition received no treatment. Replicating previous research, participants in the control condition discriminated against Turkish-accented job candidates. In contrast, those in the experimental condition evaluated Turkish- and standard-accented candidates as similarly competent. We discuss potential mediating and moderating factors of this effect.
Psychological research has neglected people whose accent does not match their appearance. Most research on person perception has focused on appearance, overlooking accents that are equally important social cues. If accents were studied, it was often done in isolation (i.e., detached from appearance). We examine how varying accent and appearance information about people affects evaluations. We show that evaluations of expectancy-violating people shift in the direction of the added information. When a job candidate looked foreign, but later spoke with a native accent, his evaluations rose and he was evaluated best of all candidates (Experiment 1a). However, the sequence in which information was presented mattered: When heard first and then seen, his evaluations dropped (Experiment 1b). Findings demonstrate the importance of studying the combination and sequence of different types of information in impression formation. They also allow predicting reactions to ethnically mixed people, who are increasingly present in modern societies.
Objective: Discrimination against nonnative speakers is widespread and largely socially acceptable. Nonnative speakers are evaluated negatively because accent is a sign that they belong to an outgroup and because understanding their speech requires unusual effort from listeners. The present research investigated intergroup bias, based on stronger support for hierarchical relations between groups (social dominance orientation [SDO]), as a predictor of hiring recommendations of nonnative speakers.
Method: In an online experiment using an adaptation of the thin-slices methodology, 65 U.S. adults (54% women; 80% White; M[age] = 35.91, range = 18–67) heard a recording of a job applicant speaking with an Asian (Mandarin Chinese) or a Latino (Spanish) accent. Participants indicated how likely they would be to recommend hiring the speaker, answered questions about the text, and indicated how difficult it was to understand the applicant.
Results: Independent of objective comprehension, participants high in SDO reported that it was more difficult to understand a Latino speaker than an Asian speaker. SDO predicted hiring recommendations of the speakers, but this relationship was mediated by the perception that nonnative speakers were difficult to understand. This effect was stronger for speakers from lower status groups (Latinos relative to Asians) and was not related to objective comprehension.
Conclusions: These findings suggest a cycle of prejudice toward nonnative speakers: Not only do perceptions of difficulty in understanding cause prejudice toward them, but also prejudice toward low-status groups can lead to perceived difficulty in understanding members of these groups.
Feminine forms of job titles raise great interest in many countries. However, it is still unknown how they shape stereotypical impressions on warmth and competence dimensions among female and male listeners. In an experiment with fictitious job titles men perceived women described with feminine job titles as significantly less warm and marginally less competent than women with masculine job titles, which led to lower willingness to employ them. No such effects were observed among women.
As immigration and mobility increases, so do interactions between people from different linguistic backgrounds. Yet while linguistic diversity offers many benefits, it also comes with a number of challenges. In seven empirical articles and one commentary, this Special Issue addresses some of the most significant language challenges facing researchers in the 21st century: the power language has to form and perpetuate stereotypes, the contribution language makes to intersectional identities, and the role of language in shaping intergroup relations. By presenting work that aims to shed light on some of these issues, the goal of this Special Issue is to (a) highlight language as integral to social processes and (b) inspire researchers to address the challenges we face. To keep pace with the world’s constantly evolving linguistic landscape, it is essential that we make progress toward harnessing language’s power in ways that benefit 21st century globalized societies.