Violating stereotypes: eye movements and comprehension processes when text conflicts with world knowledge.

We investigated the effect of discourse context on the access of word meaning during reading. Target words were role names (e.g., electrician) for which there was a gender stereotype (e.g., electricians are stereotypically male). Target sentences contained a reflexive pronoun that referred to the role name (e.g., The electrician taught herself ...). Participants read these target sentences with or without paragraph context while their eye movements were monitored. In the absence of discourse context and in neutral discourse contexts, fixation times on the reflexive pronoun and immediately following the pronoun were inflated when the pronoun specified a gender that mismatched the stereotype, indicating that the gender stereotype was activated upon encountering the role name. When prior discourse context indicated the gender of the role-named character, this mismatch effect was eliminated. The mismatch effect indicates that gender stereotypes are automatically activated in the absence of disambiguating information. The lack of an effect when gender has previously been specified is consistent with the lexical reinterpretation model proposed by Hess, Foss, and Carroll (1995).