Attitude similarity and stereotypicality in leader evaluation.

Stereotypicality and attitudinal similarity are variables broadly studied in the research about leader's acceptance and evaluation. However, the interaction between these variables has not been deeply studied. An experimental research in which we analyze the influence of both variables and their interaction on leaders' evaluation is presented. A 3 x 3 (attitudinal similarity [none, moderate, high] x leaders' stereotypicality [none, moderately and very stereotypical]) design was used. Participants were 215 Psychology students. Results show that both variables influenced leaders' evaluation, although the influence of stereotypicality was stronger than that of attitude similarity. The significant interaction between both variables indicates that, when a very stereotypical leader is not at all similar or moderately similar to the perceiver, his or her evaluation diminishes.