Drawing and reading the U.S. cognitive map:

Interstate similarity in stereotypic ideology and prosperity predicts interstate liking

What are the spontaneous stereotypes that U.S. citizens hold about the U.S.? We complement insights from previous theory-driven approaches to this question with insights from a novel data driven approach. Based on pile sorting (Study 1) / spatial arrangement (Study 2) similarity ratings for the U.S. states, we computed two U.S. cognitive maps. Based on ratings for the states on ~20 candidate dimensions, we interpreted the dimensions that underlie the cognitive maps. Results showed that these dimensions that participants spontaneously used to rate the states’ similarity include overlapping ideology and prosperity stereotypes (states seen as more liberal and atheist were seen as more educated and wealthy). Across participants from all states, Study 3 showed that states seen as more average on ideology and prosperity are liked more. Additionally, Study 3 showed that interstate similarity in stereotypic ideology and prosperity matters, as it predicts interstate liking. These results generalize the ABC model of spontaneous stereotypes from groups to U.S. states.

** Nicolas Kervyn is an Assistant Professor at the Louvain School of Management (Université Catholique de Louvain, Belgium)