Gender Stereotype Activation versus Lexical Semantic Activation: An ERP Study.

It is an open question whether social stereotype activation can be distinguished from nonsocial semantic activation. To address this question, gender stereotype activation (GSA) and lexical semantic activation (LSA) were directly compared. EEGs were recorded in 20 participants as they identified the congruence between prime-target word pairs under four different conditions (stereotype congruent, stereotype incongruent, semantic congruent, and semantic incongruent). We found that congruent targets elicited faster and more accurate responses and reduced N400 amplitudes irrespective of priming category types. The N400 congruency effect (i.e., the difference between incongruity and congruity) started earlier and had greater amplitude for GSA than for LSA. Moreover, gender category priming induced a smaller N400 and a larger P600 than lexical category priming. These findings suggest that the brain is not only sensitive to both stereotype and semantic violation in the post-perceptual processing stage but can also differentiate these two information processes. Further, the findings suggest superior processing (i.e., faster and deeper processing) when the words are associated with social category and convey stereotype knowledge.