Why do stereotypes stick?

The continued existence of stereotypical beliefs that are devoid of truth may seem puzzling. After all, given the importance of accuracy in everyday life, how can people hold a set of beliefs that is totally incorrect and “obviously” inappropriate? Moreover, how can people act upon these beliefs, interact with the stereotyped person and behave as if the belief were true? At first glance it seems that the persistence of stereotypes is contrary to evolutionary principles. Inappropriate beliefs should disappear in the same way that unfit species do. Yet stereotypes thrive almost everywhere at the end of the twentieth century, and more often than not it seems that they are here to stay and even grow. We shall explore the reasons for the seemingly implausible persistence of stereotypes.