A recent study delves into the nuanced perceptions people hold towards two distinct types of nonconformists: mavericks and contrarians. This research, published in the Personality and Social Psychology Bulletin, provides insight into on the specific social stereotypes associated with these groups, spanning traits such as personality, vocational interests, life satisfaction, age, and gender.
“So many parts of our day to day lives have something to do with how well we either stand in, or out, of the crowd,” said study author Brian W. Haas, an associate professor of psychology at University of Georgia and head of the Culture and Identity Lab.
“In the United States, there seems to be so much attention given to those who are different than the majority. Why is this the case? Although being independent or different seems to capture a great deal of society’s attention (in both positive and negative ways), not much is known regarding the specific characteristics of nonconformists that are so captivating.”
Two initial pilot studies confirmed that mavericks and contrarians are seen as distinct types of nonconformists in the public’s eye, each with unique traits and characteristics. The most frequently cited prototypes for mavericks included public figures such as Miley Cyrus, Katniss Everdeen, Billie Eilish, and Johnny Depp. The most frequently cited prototypes for contrarians included Lady Gaga, Harry Styles, Kanye West, and Kim Kardashian.
The researchers then conducted a series of three studies to unravel the nuanced ways that nonconformists are stereotyped across various dimensions.
“There exists quite a lot of variety in the reasons why people stand out from the crowd,” Haas told PsyPost. “Some are driven to be independent (mavericks), while others are motivated to be different than everyone else, and be noticed doing so (contrarians). We found that in many ways those that are driven to be independent are evaluated more positively than those who want to be different.”
Study 1 Findings: Unraveling Stereotypes
Study 1 included 160 participants and provided a foundational exploration into the stereotypes associated with mavericks and contrarians. Participants were asked to provide open-ended responses listing characteristics, jobs, or professions associated with each type of nonconformist. Additionally, they completed the Ten Item Personality Inventory (TIPI) for each type of person.
The analysis of spontaneous stereotype content demonstrated that mavericks are generally viewed in a more positive light compared to contrarians. Mavericks were associated with high levels of competence, including traits such as assertiveness and ability, and were often thought of as being suitable for leadership roles. This positive stereotype extends to perceptions of mavericks being more likely to engage in vocations that require independence and leadership, reflecting societal respect and admiration for their autonomy and capability.
Contrarians, on the other hand, were perceived as individuals who actively seek to differentiate themselves from the majority, often at the expense of warmth and agreeableness. This stereotype paints contrarians as more deviant and focused on appearance, suggesting a societal ambivalence towards their motivations and the authenticity of their nonconformity. Interestingly, contrarians were associated with creativity and self-expression, indicating that while their defiance might be viewed critically, it is also recognized as a potential source of innovation.
Haas was also surprised to find that “people who are motivated to be different than everyone else, and be noticed doing so (contrarians) are thought about as being highly social. This makes some sense, in that it is a pretty big task to figure out what the group is doing, calculate how to do the opposite, and ultimately get noticed doing so.”
Study 2 Findings: Nonconformists in Relation to Conformists
Building on the initial findings, Study 2 included 260 participants and introduced conformists as a comparative group. This comparison highlighted distinct age, gender, and life satisfaction stereotypes associated with each group. Mavericks were perceived as older and more likely male, aligning with societal archetypes of wisdom and independence traditionally associated with masculinity. Additionally, mavericks were viewed as more satisfied with their lives, suggesting that their independence is not only respected but also seen as a source of fulfillment.
Contrarians, contrastingly, were stereotyped as younger and potentially more female, which might reflect societal biases towards viewing nonconformity through a lens of youthfulness and emotional volatility. This group was also seen as less satisfied with life, possibly due to perceived conflicts arising from their defiance of societal norms. The inclusion of conformists in this study underscored a complex societal valuing of nonconformity, where the independent path of mavericks is revered, whereas the contrarian’s defiance is met with ambivalence.
Study 3 Findings: Leadership, Narcissism, and Nuanced Personality Traits
The third study, which included 288 participants, delved deeper into the psychological constructs of Transformational Leadership and Narcissism, alongside a detailed examination of the Big Five personality traits. Mavericks emerged as exemplars of Transformational Leadership, seen as individuals who inspire and lead by example, further cementing their positive societal stereotype as competent and visionary leaders. This perception aligns with their associated high levels of conscientiousness and agreeableness, traits valued in effective and respected leaders.
Contrarians were stereotyped with traits of narcissism, including antagonism, agentic extraversion, and neuroticism, underscoring a societal perception of contrarians as self-focused and emotionally unstable. These findings suggest a critical view of contrarians’ motivations for nonconformity, potentially viewed as driven by a desire for attention rather than genuine individuality.
Despite these insightful findings, the study primarily focuses on the stereotypes held by U.S. Americans, a culture that highly values independence, which may influence the perception of nonconformity.
“These findings tell us about how nonconformists are thought about in an American cultural context,” Haas said. “However, we can only speculate that standing out from the crowd is something valued more in the U.S. than in many other places in the world. We plan to investigate how nonconformists are thought about in many other places in the world.”
The study, “All You Nonconformists Are (Not) All Alike: Dissociable Social Stereotypes of Mavericks and Contrarians,” was authored by Brian W. Haas, W. Keith Campbell, Xiaobin Lou, and Rowena J. Xia.
