Are all stereotypes created equal? Examining gender as a moderator of event-related potentials evoked during schema violation

Abstract

Schema violation has been shown to have an impact on cognition. Previous research using reading tasks has shown that the impact is not the same across male and female characters, and research has shown that men and women hold different view of schemas. The Implicit Association Test (IAT) has been used as a method to investigate schema violation, but no study has effectively investigated gender differences. Therefore, this study specifically investigates the factors of participant and character gender on schema violation during the IAT. Event-related potentials (ERPs) were used to investigate the cognitive impact of schema violation while participants completed gender and sexuality IATs. Significant effects were found for participant gender and character gender in several ERP components (N100, P200, N400, and LPP), but only for the gender-career IAT. This suggests that on a basic cognitive level ERP activity is influenced by gender.