16
strategy
1
) were randomized. Age was manipulated by having the sender be either a
young adult (18-25 years old) or an older adult (65+). The relational level was
manipulated by having the respondent be either well-acquainted with or not familiar with
the sender. The message strategy was manipulated by having either a verbally aggressive
(Get out of the way! Can’t you see I want to get around you) or a non-verbally
aggressive (“Excuse me. Can I get a round you?”) message. The randomization of these
three variables required the construction of eight separate vignette combinations. After
the vignette, the participants were asked to rank perceived traits of the individual using
Hummert’s Stereotype Activation Scale (1995) plus the additional trait measuring verbal
aggressiveness termed verbally abusive for the purposes of this study
2
. The Hummert
Activation Scale (1995) had a reliability of .91 for all traits. For this study, the Hummert
Stereotype Activation Scale had acceptable or higher reliability levels using Cronbach
alpha on 7 of its 8 superordinate categories: Perfect Grandparent, the reliability was .94.
Golden-Ager, Severely Impaired, Shrew/ Curmudgeon, Despondent, Vulnerable had
Cronbach alpha reliabilities of .91, .87, .94, .86, and .85. The reliability of John Wayne
Conservative was initially .70 after deleting the items, tough and emotional, the reliability
improved to .75. The reliability of Recluse was a .53. Deleting items would not
significantly improve the Cronbach alpha so all five items and this superordinate category
were deleted from further analysis.
Results
Characteristics and Experiences of the Perceiver
The first hypothesis contends that there should be a positive correlation between
high trait verbal aggressiveness and negative stereotype activation when the message
Convention