CHAPTER
24
Measures of Stereotyping and Prejudice:
Barometers of Bias
Susan T . Fiske and Michael S. North
Princeton University, Princeton, NJ, USA
Social psychologists have measured racial and ethnic bias since the field’s origins ( Fiske, 1998 ), assessing inter-
group social distance ( Bogardus, 1927 ) and stereotype contents ( Katz & Braly, 1933 ). More specific measures soon
followed. Sparked by the Holocaust, the Authoritarian Personality predicted anti-Semitism and other ethnocen-
trism ( Adorno, Frenkel-Brunswik, Levinson, & Sanford, 1950 ), while surveys after World War II through the pres-
ent have reported racial and ethnic attitudes (for reviews, see Kinder & Schuman, 2004 ;Schuman, Steeh, & Bobo,
1985 ). With the rise of the civil rights movement, racial attitudes became more complicated than self-reports could
always detect, so nonverbal indicators became useful ( Crosby, Bromley, & Saxe, 1980 ). Confronting veiled forms of
prejudice informed work on policy-oriented symbolic and modern racism ( McConahay & Hough, 1976; Sears &
Kinder, 1971 ). Modern forms pick up this thread; each measure best fits its sociocultural period. An earlier version
of this volume ( Robinson, Shaver, & Wrightsman, 1999 ) covered these new racisms ( Biernat & Crandall, 1999 ), and
another early version covered prior and then-current indicators of authoritarianism and related ethnocentrism con-
structs ( Christie, 1991; Robinson, Shaver, & Wrightsman, 1991 ). This review focuses on indirect, modern forms of
racism and ethnocentrism, as well as other indirect forms of intergroup bias.
Nonracial biases have been slower to elicit focused measures. Gender bias research began in earnest only after
the 1970’s women’s movement, when gender-role measures emerged ( Lenney, 1991 ). Early sexism measures
were direct, assessing overt anti-female biases. Subsequently, measures of ageism, sexual-orientation prejudice,
and classism have been even slower to develop, when each reaches public and scientific consciousness. This
review covers indirect, modern forms of sexism and ageism.
MEASURES REVIEWED HERE
This chapter focuses on several measures in the most established areas of intergroup bias research: ethnocen-
trism in general societal intergroup relations (group dominance, stereotype content), as well as racism, sexism,
and ageism.
1.Social Dominance Orientation ( Pratto, Sidanius, Stallworth, & Malle, 1994 )
2.Stereotype Content Model ( Fiske, Cuddy, Glick, & Xu, 2002 )
3.Symbolic Racism Scale ( Henry & Sears, 2002 )
4.Implicit Association Test (Race) ( Greenwald, McGhee, & Schwartz, 1998 )
5.Indirect Priming Measure of Racism ( Fazio, Jackson, Dunton, & Williams, 1995 )
6.Aversive Racism Measure ( Dovidio, Evans, & Tyler, 1986 )
7.Modern Sexism Scale ( Swim, Aikin, Hall, & Hunter, 1995 )
8.Neo-sexism Scale ( Tougas, Brown, Beaton, & Joly, 1995 )
9.Ambivalent Sexism Inventory ( Glick & Fiske, 1996 )
684Measures of Personality and Social Psychological Constructs.
DOI: http://dx.doi.org/10.1016/B978-0-12-386915-9.00024-3 ©2015 Elsevier Inc. All rights reserved.