The influence of different impression formation goals on memory for the sources of social actions was investigated. Subjects read stereotype-constant and stereotype-inconsistent actions of target individuals described by both proper names and group affiliations and formed impressions of the individuals based on either the similarities or the differences between the targets' actions and typical behavior of group member. Overall memory for the actions and accuracy in pairing the actions with the correct action source (group or proper name) were assessed. Similarity goals produced more accurate source identification than difference goals. Difference goals produced higher rates of inaccurate source identification, especially for inconsistent actions. These results suggest that impression formation goals may differ in the extent to which they induce subjects to integrate behaviors with group prototypes or represent actions as segregated units in memory.
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