THE EFFECT OF RACE, GENDER, AND BIAS ON LIKING OF COMMERCIALS WITH PERCEIVED STEREOTYPES

被引：0

作者：

Hentges, Beth A. ^{[1
]}

Meier, Jo A. ^{[2
]}

Bartsch, Robert A. ^{[1
]}

机构：

[1] Univ Houston Clear Lake, Psychol, Houston, TX 77058 USA

[2] Univ St Thomas, Psychol, St Paul, MN 55105 USA

来源：

CURRENT RESEARCH IN SOCIAL PSYCHOLOGY | 2008年 / 13卷

关键词：

D O I：

暂无

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

Previous research indicates that although individuals may not differ in the ability to identify cultural stereotypes, they do differ in their reactions. Additionally research on television documents the pervasiveness of both gender and racial stereotypes, but few researchers have examined the effect of stereotypical portrayals on the viewer's reaction. We designed the present research to examine the effect of stereotypical portrayals on viewers' reactions to commercials. Findings indicate that viewers did not differ in their overall perception of whether stereotypes were present, but did differ in how stereotypical portrayals affected their liking of a commercial.

引用

页码：64 / +

页数：15

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