Identity adaptiveness: Affect across multiple identities

Most empirical work that examines the effects of stereotypes on targets considers only one of a target's many social identities. This study examined how individuals implicitly affectively orient themselves toward their social identities in situations in which one or another of these identities is relatively adaptive. An adaptive identity is one associated with stereotypes that predict desirable performance in a given context. One hundred and twenty-one Asian American females generated ethnicity- and gender-related memories in contexts in which their gender identity was relatively adaptive, their ethnic identity was relatively adaptive, or neither identity was relatively adaptive. Self-reported affect expressed in these memories was analyzed. In a context in which their ethnic identity was adaptive, participants generated more positive ethnicity-related memories than gender-related memories. In contrast, in a context in which their gender identity was adaptive, participants generated more positive gender-related memories than ethnicity-related memories. When neither identity was adaptive participants expressed similar affect toward both. Similar results were found when blind raters coded memory affect. Findings suggest that stereotypes and different social contexts do not simply result in targets' "identification" or "disidentification" along a single dimension of identity, but rather prompt a reorientation of implicit affect across their multiple identities.