... process leads to participants forming implicit personality theories (stereotypes)" Bruner and Tagiuri. I have selected for the hypothesis to be directional, because, ultimately, I am predicting a specific direction, that "chavs" will be rated less trustworthy than someone dressed formally. In the media today is a lot of controversy and emphasis on 'chavs' and their culture. "Chav is a mainly derogatory slang term in the United Kingdom for a subcultural stereotype fixated on fashions derived from American Hip-Hop (African-American) and Guido (Italian-American) fashions and stereotypes such as gold jewellery and designer clothing combined with elements of working class British street fashion. Chavs are generally considered to have no respect for society, and to be ignorant or unintelligent." I wish to investigate whether this media commentary could prove influential and also to see if this stereotype holds true in my target town of Leamington spa. PB3: Identify the chosen research method (experimental, survey, observation or ...

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