A cognitive approach to the genesis of negative attitudes towards androgyny: Insights from the uncanny valley

The "uncanny valley" hypothesis (Mori, 1970/2012) suggests that humanoid entities that are difficult to categorize generate a negative response (uncanny feeling). From this perspective, we examine the possible affective effects of cognitive dissonance on the formation of negative attitudes towards people with androgynous appearance. To this end, the following hypothesis is discussed: the gender ambiguity perceived in people with androgynous appearance will generate categorical discrepancies, facilitating the uncanny feeling and the corresponding inferences of different morality and social rejection. The role of context and familiarization as potential moderating factors of this mechanism is discussed. We conclude that the perspective of the uncanny valley hypothesis constitutes a valid alternative to account for some negative reactions towards androgyny.