The perception of the poor: Capturing stereotype content with different measures

Even though Sweden stands out in many ways, with for example a well-developed welfare system, there are some indications that Swedish egalitarianism does not include tolerance for people with low income. The present research concerns the content of the Swedish stereotype of poor people, and examines whether the poor are associated with just as negative traits as they are in other countries. Three different measurement methods were employed to investigate the contents and strength of the stereotype. In Study 1, participants freely associated on the perceived characteristics of Swedish citizens who receive welfare benefits. They also provided ratings of this group on traits related to warmth and competence. Study 2 employed both trait ratings and implicit measures (Single Category-IATs) in order to estimate the strength of the associations between the poor and warmth/competence, respectively. Across the different measures, the poor were associated with low competence and low–medium warmth. This corroborates the findings from previous research related to the Stereotype Content Model in other countries.