刻板印象威胁理论、过程与运用

刻板印象威胁是一个在过去20年中被广泛研究的社会心理学概念之一,因此,从一个更广的范围讨论刻板印象威胁是一种趋势。刻板印象威胁理论的意义在于它能对群体成绩差异提供一个更积极的解释。由于完全避免了先天与后天之争,刻板印象威胁寻求确认即时测验环境中的因素是如何影响能力的系统误差。这一效应的关注者并不仅仅局限于学术圈中,它还吸引了不同应用领域的大众传媒的关注,从教育领域到群体互动、组织行为、临床诊断等领域。     

关于我国南北地区地域性刻板印象的研究

当前,地域性刻板印象的现象在我国普遍存在。它给我们带来有利一面的同时,也给我们带来更多的负面影响,甚至发展成为地域歧视,给我国的政治经济和社会生活产生了不良影响。本文将从已有的有限资料中对地域性刻板印象加以提炼和总结,在此基础上,对我国南方和北方地区的地域性刻板印象进行分析研究,主要包括:我国南北地区地域性刻板印象所表现的现象;我国南北地区地域性刻板印象给人们带来的影响;我们应该如何正确对待地域性刻板印象等内容。     

传播学“刻板印象”理论研究的发展困境与创新

1922年李普曼在他的经典著作《舆论学》中,将刻板印象这一概念引入到了社会科学领域,从此刻板印象也成为了传播学研究中的一个重要概念。现阶段传播学对刻板印象的研究主要集中在媒介内容中的刻板印象,以及刻板印象的生成机制。但对于揭示刻板印象与媒介的复杂关系,以及受众眼中的媒介刻板印象的研究还处于起步阶段,这也就成为了今后需要进一步深入研究的问题。由于刻板印象是一个多学科交叉概念,对它的研究方法也应当具有更为开阔的视角。     

高中生对民办高校的刻板印象初探

本文拟采取社会调查的方法,探究高中生对民办高校刻板印象的内容。研究认为,高中生对民办高校的印象有一致性,也存在着差异性。而刻板印象的差异性主要受到"家庭环境"、"媒介环境"以及"关系网络"的影响。     

谈中国社会性别角色的现状与教育

如今，性别刻板印象早已根深蒂固地存在于工作和学〉--j中，对人们的生活造成了诸多不利影响，针对这一问题，我们可以尝试培养新型社会性别角色，更能适应复杂多变的社会需求，也能够促使性别平等，避免由于性别偏见而造成的社会不和谐现象。     

桂林旅游形象管理与提升研究——基于入境游客视角

旅游者对旅游目的地的主观印象是影响旅游者决策的重要影响因素。旅游主观印象是个体对所接受的旅游形象信息进行加工后的主观感知结果,并非客观推广传播的旅游形象在个体大脑中的完全再现。桂林是国际著名旅游城市,入境旅游蓬勃发展。探索入境游客对桂林旅游总体印象的感知,能够为桂林旅游的形象宣传策略的制定、桂林旅游可持续发展提供有益的借鉴和参考。目前基于旅游市场调研一手资料的旅游印象研究还没有,文章致力于这方面的研究。     

品牌拟人形象性别一致性和品牌态度关系研究：品牌热情与能力类型的调节作用

三个实验检验了品牌拟人形象性别与目标消费者性别一致性的积极效应以及品牌热情能力定位对其的调节作用。结果表明：出于社会认同动机，当性别刻板印象未被激活时，消费者对于拟人形象和自身性别一致的品牌态度更加积极。而当性别热情能力刻板印象被激活时，性别一致性的积极效应被品牌热情能力定位调节。具体而言，对于男性消费者，相对于能力型品牌，热情型品牌由于和男性高能力低热情刻板印象不同，男性消费者对男性拟人形象的社会认同降低，品牌拟人形象与消费者性别一致性对社会认同和品牌态度的积极效应消失；而对于女性消费者，与传统刻板印象相反的高能力低热情的女性拟人形象并未对她们的社会认同及品牌态度产生负面影响。     

产品的来源国效应

随着经济全球化的发展,消费者面临着越来越丰富的各国商品,在这种情况下,产品的来源国效应在消费者进行产品评估时常扮演着重要角色。所谓产品的来源国效应是指,消费者对不同国家产品存在的一种先入为主的刻板印象。有了这种刻板印象之后,消费者可能会把产品的来源国当作是判断     

从广告中的性别形象谈消费社会“性别范例”塑造

广告对消费者的影响是通过制造能够让消费者崇拜的偶像,树立消费社会的形象范例的策略来实施的.广告为消费者塑造了消费社会的"性别范例".这种"性别范例"是性别刻板印象在广告中的表征.广告塑造的"性别范例"有传统的男性范例和女性范例,也有体现现代社会新型两性关系的"性别范例".随着社会的发展,消费社会的"性别范例"越来越丰富,消费者也有了越来越大的认同空间.     

污名形成、现实反思与应对分析

戈夫曼在《污名——受损身份管理札记》一书中通过对污名著作的回顾以及案例文本的描述,揭示出污名在其本质的概念,是一种消极的刻板印象,是社会对某些个体或群体贬低性的、侮辱性的标签,对被污名者有着深刻的消极影响。本文将从社会学的角度探究污名产生的过程,然后对于各个相关群体或个人进行心理效应的分析;最后将对于现状的克服和关于污名论未来的发展方向提出自己的一些看法。     

Gender roles in advertising

This study discusses and provides a measure for the degree of stereotyping in advertisements. Applying this measure, the study shows to what degree gender stereotypes in advertising differ between public and private TV channels in Germany. The results show that gender stereotyping in advertising still prevails despite the change in the roles of men and women over the years. Contrary to their public mission, public TV channels do not show fewer gender stereotypes in advertisements compared to private TV channels. The degree of stereotyping as related to different stereotyping components differs significantly between these two types of channel. Gender stereotypes on private channels refer to role behaviour and physical characteristics and, thus, function as a means to sell a product. On the other hand, advertisements on public channels stereotype gender in terms of occupational status, and therefore interfere with the major goal of gender equality policy.     

Brand Stereotyping and Image Transfer in Concurrent Sponsorships

Concurrent sponsorship, that is, when several brands simultaneously sponsor the same event, is a common yet understudied marketing communication situation. The research presented in this article explores the transfer of image that takes place among the sponsoring brands in this situation. The results of two experiments reveal that this image transfer is due to stereotypic processing. Additional analyses delineate more specifically the stereotyping process at work. They show first that the stereotype is ad hoc, rather than based on some a priori developed mental schema, and therefore that it is construed from the images associated with the concurrent sponsoring brands. And second, that brand stereotyping serves a cognitive rather than an evaluative function, thus suggesting a valence-neutral process whose outcomes can be beneficial or detrimental to a focal sponsor, depending on the images initially associated with the other sponsors. The implications of these findings for sponsorship research and practice are discussed, along with research limitations and future research avenues.     

Stereotypical Notions of the Entrepreneur: An Analysis from a Perspective of Gender

The principal objective of this paper is an analysis of the stereotypical figure of the entrepreneur in the Spanish context, from a perspective of gender. We provide evidence that the characteristics largely associated with an entrepreneurial individual are stereotypically male or androgynous, with a notable absence of female typologies. Our findings suggest that this relationship has an influence on the continued predominance of male entrepreneurial activity. This study contributes to the growing empirical literature on female entrepreneurship from an understudied perspective; gender stereotyping, demonstrating that socially constructed gender stereotyping persists in contemporary Spanish culture.     

Stereotype Processing's Effect on the Impact of the Myth/Fact Message Format and the Role of Personal Relevance

This research examines the effectiveness of the myth/fact message format (MFMF)—a message format that first presents a common misperception as a myth then counters it with a correcting fact—within the health‐care and social marketing context of mental illness (MI). Stereotype processing theory predicts that the use of a negative aspect of the stereotype in a MFMF may further instantiate the negative belief, thereby reducing the effectiveness of the message. Conversely, using a message format that conveys only facts (i.e., new positive beliefs) without inclusion of the myth will lead to more positive attitudes. However, this effect will only be seen among people with personal relevance with MI as only they are sufficiently motivated to suppress the automatically activated stereotype and elaborate on the message. A study demonstrates that advertising utilizing a fact‐only format leads to more positive attitudes than the MFMF among people with personal relevance while people without personal relevance to MI demonstrate no differences in attitude between myth/fact and fact‐only message formats. Personal relevance had the opposite moderating effect on perceived learning. These findings suggest that the MFMF's impact on attitudes, the typical focal point of social marketing campaigns targeting misconceptions about stereotyped groups, may be ineffective. Thus, using a fact‐only format that conveys new positive beliefs in a social marketing message is recommended within the specific context of MI and may be warranted in other health‐care and social issues.     

Stereotyping effects on consumers' evaluation of advertising: Impact of racial differences between actors and viewers

The present experimental study compared the efficacy of two social/psychological theories of stereotyping for explaining the impact of race on consumers' evaluations of advertising. One theory, in-group bias theory, posits that in-group members on the basis of race will evaluate other in-group members more favorably than out-group members. A second theory, polarized appraisal theory, predicts that out-group members will be evaluated more extremely (positively or negatively) than in-group members. A major finding of the present study is that in-group bias theory explains the effect of race in consumers' evaluation of advertising more accurately than does polarized appraisal theory.     

Hippies,Greenies, and Tree Huggers: How the “Warmth” Stereotype Hinders the Adoption of Responsible Brands

Past research has highlighted the difficulty faced by responsible consumers, individuals who wish to make environmentally and socially responsible consumption choices. Individual buyers, it is argued, act within a network of structural and social relationships that make responsible alternatives intrinsically hard to pursue. This paper maintains that one such barrier is the perception that users of responsible brands are not worthy of social emulation. Consumers are less likely to adopt brands positioned explicitly on their positive environmental or social credentials because of the stereotypes attached to the users of these products. Two empirical studies demonstrate that users of responsible brands are perceived as stereotypically warm. Warmth, however, is not an appealing feature in a consumption context. Warm groups are not envied and envy plays a central role in fueling a desire to emulate a consumption group. The study is the first to examine the possibility that a group‐level stereotype limits the potential attractiveness of responsible brands. The significant implications of this insight for both scholarly research and marketing practice are examined in detail. The presence of a warmth stereotype, which has a negative influence on the social perception of responsible brands, suggests that the development of niches of responsible or ethical consumers is intrinsically problematic.     

团队成员视角下个体地位获得事件对同事行为的影响：基于事件系统理论和社会比较理论

文章旨在全面揭示个体地位获得事件对团队成员认知和行为的影响路径，以及在何种条件下个体地位获得事件将促进团队成员的积极行为表现，进而为管理策略的提出提供理论依据。通过对来自28个团队的293名员工进行问卷调查，并运用结构方程模型进行数据分析，结果表明：个体地位获得事件通过团队成员资源收益/威胁感知的中介作用分别对团队成员人际帮助行为和人际回避行为产生正向影响，团队合作氛围负向调节个体地位获得事件与资源威胁感知的关系，并对个体地位获得事件与团队成员人际帮助行为的关系具有显著的有调节中介作用。研究结果不仅进一步拓展了个体地位获得事件对员工行为的影响研究，而且揭示了个体地位获得事件对员工行为的影响机制和边界条件。     

孤独感对体验消费意愿的影响机理

随着经济的发展和社会的进步,体验消费的形式日益多样化,并逐渐在消费市场中占据重要地位。鉴于现有研究大多关注体验消费的结果变量,而缺乏对其前因变量如心理因素的探索,通过在线问卷调查收集有效样本1014份,并利用层次回归分析法、拔靴法等实证分析孤独感与体验消费意愿之间关系,探讨社交需求和自我建构在其中的作用。研究结果表明,孤独感对个体体验消费意愿具有显著正向影响,即个体感受到的孤独感越强,其为摆脱孤独感及相关负面情绪影响而进行体验消费的意愿越强;社交需求在孤独感对个体体验消费意愿的影响中起中介作用,即孤独感会激发个体产生社交需求,进而提高个体进行体验消费的意愿;自我建构调节了社交需求的中介作用,且相比于独立型自我建构个体,孤独感对依存型自我建构个体社交需求的影响更大,依存型自我建构个体进行体验消费的意愿更强。因此,为进一步推动体验消费产业发展,对企业而言,应积极关注孤独感等消费者内在心理因素,根据消费者心理与个人特质制定相关营销策略,满足消费者社交需求,缓解消费者孤独感;对商家而言,应积极向目标消费者传递体验产品社交价值,激发消费者依存型自我建构,满足消费者情感诉求;对政府而言,应关注居民心理状态,积极引导居民进行体验消费,加强社会成员心理健康建设。     

Diluting Negative Country of Origin Stereotypes: A Social Stereotype Approach

The increase in global trade has prompted the need for managers to control the impact of negative country of origin (COO) effects on consumers' product evaluations. Yet, extant research in the area is limited and findings are mixed. This study empirically tests whether theories from the social stereotype change literature, known as subtyping and conversion theories, are effective in diluting consumers' negative country-oforigin stereotypes. Additionally, it examines the specific conditions under which dilution may take place. Two experiments were conducted utilizing mall intercept methodologies in the United States. Evidence suggests that conversion theory is an effective COO stereotype change agent. The results imply that international marketers may be able to reduce negative country-oforigin beliefs merely through exposing their consumers, under particular conditions, to disconfirming product information.