Final answer:
Cognitive dissonance theory suggests that those in power experience discomfort due to a conflict between their self-justifying beliefs and contradictory evidence, which often results in adherence to negative stereotypes through confirmation bias.
Step-by-step explanation:
The book discussed how cognitive dissonance theory explained negative stereotyping because those in power experience discomfort when there is a conflict between their beliefs—often used to justify retaining power—and evidence that contradicts those beliefs. This discomfort arises because holding contradictory beliefs and behaviors challenges their self-esteem or positive self-image. For example, if individuals in power hold a stereotype that a certain group is incompetent, but then encounter a competent individual from that group, the inconsistency creates cognitive dissonance. To reduce this discomfort, those in power might ignore or discount evidence that contradicts their stereotypic beliefs, a process known as confirmation bias, maintaining the negative stereotype and thus preserving their positive self-view.