A Contextual Approach to Stereotype Content Model: Stereotype Contents in Context

The present paper aims to review the strengths and weakness of the Stereotype Content Model (SCM; Fiske et al., 2002). Thus, a context sensitive perspective was provided to overcome the shortcomings of SCM. In the first section, contributions of SCM are discussed. Secondly, a special focus is devoted to the competence and warmth dimensions to identify several difficulties of the model. Finally, a context sensitive perspective is suggested to overcome these difficulties. In this perspective, three contextual factors suggested: the kinds of competition, legitimacy of status, and constraints of social re ality. Finally, limitations and suggestions for future studies are presented.