Slur valence records how negatively a group is mentally represented, independently of slur complexity.

Evidence

On the other hand, the array of ethnophaulisms used for an ethnic group can vary in valence, which indicates the negativity of the cognitive representation being used for the ethnic groups (Mullen, Rozell, & Johnson, 2000, 2001). The ethnophaulisms for some ethnic groups are relatively moderate in valence, indicating a relatively benign cognitive representation. For example, ethnophaulisms applied to Welsh immigrants in the US have tended to be relatively neutral in valence (such as “cousin jack” and “taffy”). Alternatively, the ethnophaulisms for other ethnic groups are extremely negative in valence, indicating a relatively derogatory cognitive representation. For example, ethnophaulisms applied to Greek immigrants in the US have tended to be extremely negative in valence (such as “greaseball” and “asshole-bandit”). — John F. Dovidio, Peter Glick, Laurie A. Rudman, On the Nature of Prejudice, 1282

Categorization

• DEFINE: Distinguishes valence dimension of ethnophaulisms from the complexity dimension introduced in the prior paragraph.