On the (mis)categorization of unattractive brides and attractive prostitutes: extending evaluative congruency effects to social category activation.

Numerous studies have shown that social categorization is a flexible process that partly depends on contextual variables. However, little is known about the role of affect in people's access to categorical dimensions. We investigated the hypothesis that social category activation is facilitated on evaluatively congruent dimensions. Two studies provide support for this evaluative-matching hypothesis, in which social categorization was found to be faster and more accurate for evaluatively congruent categories (i.e., unattractive foreigners, unattractive prostitutes, attractive fellow-citizens and attractive brides) than for evaluatively incongruent categories (i.e., attractive foreigners, attractive prostitutes, unattractive fellow-citizens and unattractive brides). We discuss the theoretical and practical implications of these findings.