In this article, we discuss the role of labels and generics referring to social kinds in mindshaping practices, arguing that they promote generalizations that foster essentialist thinking and carry a normative force. We propose that their cognitive function consists in both contributing to the formation and reinforcement of schemata and scripts for social interaction and in activating these schemata in specific social situations. Moreover, we suggest that failure to meet the expectations engendered by these schemata and scripts leads to the (...) activation of “reactive attitudes” embedded in feedback loops of reactive exchange that are constitutive of our mindshaping practices. (shrink)