When exceptions prove the rule: how extremity of deviance determines the impact of deviant examples on stereotypes.

The authors examined how the extent to which counterstereotypic individuals deviate from perceivers' stereotypes affects their impact on these stereotypes and found that extremely deviant group members provoke less stereotype assimilation than do moderately deviant ones. Extremely deviant examples can even provoke boomerang effects, that is, enhance the very stereotype that they violate. When participants whose prior stereotype were moderate or extreme were exposed to moderately or extremely deviant examples, the deviant examples' impact on stereotypes depended both on their extremity and on the extremity of perceivers' prior stereotypes. Boomerang effects were obtained only for extreme-stereotype participants exposed to extremely deviant examples and were mediated by perceptions of the typicality of the deviant examples. Open-ended explanations revealed that the atypicality of extremely deviant examples was used as grounds for dismissing them.