Applying individuation to conflicting social categories

The ability to differentiate individuals from their group memberships (individuation) is useful in forming impressions when social categorization fails to do so. This method is particularly valuable when encountering incongruent social category conjunctions (e.g., female bricklayer). We tested the notion that individuation is initiated when applying cognitively effortful explanatory, emergent attributes to incongruent conjunctions. Incongruent category conjunctions were more likely to be comprised of emergent attributes and individuation moderated the application of these attributes in Experiment 1. In Experiment 2, individuation again moderated emergent attribute application for incongruent conjunctions, but cognitive load attenuated the relationship. Allowing or preventing the generation of attributes did not affect individuation for incongruent conjunctions in Experiment 3. This ruled out the possibility that emergent attributes cause increased individuation, but does not rule out the notion that individuation precedes such explanatory attributes. Together these findings suggest that individuating those whose category memberships clash may be applied in the effortful application of explanatory emergent attributes.