Perceived Similarity in Multiple Categorisation

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Abstract

As the diversity of modern societies becomes more structurally complex, the importance of studying multiple cross‐cutting group memberships increases as well. The present study investigates the causes and consequences of perceived similarity in multiple categorisation settings. In a factorial survey with six ethnic groups in Russia ( N = 524 participants, 5,036 observations), this study examines the effects of eight real‐life social categories (ethnicity, religion, gender, age, education level, proficiency in Russian language, job skill level, and immigration background) on perceived similarity and attitudes. The findings show that ingroup membership on each categorisation dimension increases perceived similarity with the target and that high‐status others are evaluated as more similar even by participants who belong to a lower‐status group. Findings also suggest that all judgments of targets fall into two clusters, which can be described as “in‐group‐like” and “out‐group‐like” others. The implications for information processing in image formation are discussed. Finally, path analysis results indicate that participants’ attitudes towards the target person are mediated by perceived similarity for all categories. These findings provide strong evidence for the large explanatory power of perceived similarity in judgments of others when multiple group memberships are salient.

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